Tourism Australia today launched “Transformation”, a new advertising campaign being rolled out in 22 countries around the world. Baz Luhrmann, known for his movies Moulin Rouge and William Shakespeare’s Romeo and Juliet, was responsible for the television and cinema commercials set in New York, Shanghai and Western Australia.
Original music for the New York commercial, Billabong, was composed by Sydney composer and song writer Elliott Wheeler, from sound and music boutique Nylon Studios.
The music for the New York spot was composed and recorded within a 48 hour timeframe in early September. Film directors Baz Luhrmann and Bruce Hunt called Nylon Studios on a Friday night a month before the launch, asking for a demo to be completed by the following Monday. Elliott composed two pieces on the Saturday before recording them with a string ensemble from Sydney Symphony Orchestra on the Sunday morning.
Once the creative team had chosen one of the tracks further work included the addition of multiple layers of piano tracks to create a a signature sound for the main piano melody, and careful sound engineering and mix by Wayne Connolly. Encouraged by warm response to the soundtrack, Wheeler has written an extended version with lyrics recorded by Abby Dobson from Sydney band Leonardo’s Bride.
“We wanted to use strings, but not on such a scale that we’d be dictating to the audience what they were meant to feel, so in the end we went with a much smaller chamber ensemble. We put a lot of energy into finding a balance between the intimacy expressed in the dialogue, and the grandness seen in the cinematography.”
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New York Times article
Big fat Quote
It is a new idea in the industry for an agency to open an advertising
school inside its halls, much less to charge about $13,000 in tuition
while assigning students to handle client work. But the opening of the
Wieden & Kennedy school, which is called 12, arrives amid heightened
pressure on agencies and clients to do more with less, which may be
contributing to experimentation in advertising education. Students at the
Virginia Commonwealth University Adcenter, for example, were recently
tapped to create a campaign reintroducing Virgin Cola to North America.
*scuse me for sounding a tad bitter, but now an agency gets *paid* for taking you on as a junior? Am I interpreting this right?
I agree, W+K is an outstanding agency. Having them as your mentor is a dream. But paying them for the pleasure rubs me the wrong way. Many interns voluntarily work full time for free during their internships, even holding down part time jobs to pay the bills.
Wouldn*t it be more benefical to take that $13,000 and get a nice rounded education--and some life exprience, which a lot of juniors seem to be in short supply?
I*m reading it the same way. So lemme see here... Students pay 13K to work on live briefs.. What happens if a client says *yes* to any of the students work?
Are they then in fact paying to work on X client, while the client is paying X to the agency as well? Did I get that right?
Someone is making a killing.
I feel bad for not posting earlier, but I*ve spit so much venom about this topic to so many unsuspecting strangers I*m running low on raw anger.
But I have heard nothing about the 12 getting paid. Just about W+K taking in money from both sides. And I can*t speak for all the other angry juniors out there, but W+K has left me in a bad mood. And on the off chance I become some advertising superstar you better believe I*d think twice before working with those weasly folks.
As an intern myself, si mi, I*d like to know more about juniors lacking life experience. Partly because my un-ad-school-educated-bum is short on just about everything but life experience.
12 sounds similar to Jamie Oliver*s 15....but Jamie*s not making his recruits pay anything. He just works them over hot stoves and under hot TV cameras!
Be mad and be angry. Unfortunately, that*s the biz. There will always be more hungry junior creatives than there are jobs available, so agencies do whatever they want. Prepare to be overworked and underpaid....until you become a creative superstar.
This reminds me of an old quote "My parents supported me through college and then they supported me through McCann Erickson."
Hah great quote Robblink smile
And Robb*s point about there always being "hungry" junior creatives is true. Unless people learn to say no, nothing will ever change.
It strikes me as odd that in no other business would anyone ever think of doing to juniors what they get away with in advertising. (ok maybe they think about it, but it barely ever happens elsewhere in comparison.)
SWEAT SHOP!
sweaty smelly bums on a hot tin roof with onions and guacamole no? yes. maybe. poop. ummm, BUTTS. booooooshi. eat my bummish dust and smell my dirty cheesy feet. they smell delectable and eat poop all day like many of you. poop. love. trains. drive. lollipop. balloon. house. mouse .louse. fouse. boobs. boobos. bobos. dods. lolos. hohos. wowos.
Have you been using too much spraymount in a non-ventilated room? confused