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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Hi guys
I want to hear your opinions about my case? I am new ad student in one of the adschools in US. However, I am not an american and english is not my first language.
Level of my english is average, i can say "normal." Certainly not perfect.
I have 2 year in this adschool. Do you think i can be a copywriter and can find a decent job? or is it really "too" hard for me? I am really want to work in U.S or in Europe.
In these days I am really worried about my time. Am I wasting it? Maybe I have to consantrate to ad agencies in my country instead of the ones in U.S. Whatever
What is your opinion? Any suggestion to this hopeless, lonely, foreign copywriter canditate. smile smile
What is your first language?
Maybe. First of all, it*s already incredibly hard for those of us who*s first language is English. But copywriting isn*t novel writing. It*s more about nuance and pace and choice of words then coming up with beautiful, inventive prose. So if you have a knack for turning keen insights into big ideas, a misplaced word or two won*t matter. That said, you WILL be expected to know how to write, so this can hinder your career in the US. You*re just up against so much native-speaker competition. Unless you*re absolutely brilliant and think very visually. So my suggestion would be to start in Europe or Latin America, where it*s more about the idea than knowledge of pop culture or twisting local colloquialisms. Many global agencies in Europe must create international campaigns that translate across borders. Look at shops like W+K, 180, TBWA Paris, even that new Marcel shop...all of these agencies hire international staff and thrive off of a dynamic of different cultures working together. And once you make a name in Europe, it should (possibly) be easier to leverage that experience to land you a job at an interntional shop in the US. But as for the US now...it doesn*t hurt to try.
I thought like that.
I have two years in school for now. I*ll just try to improve myself as much as I can. Then I will see.
Anyway, thank you for your intereset suddenwaffle
Regards
k.
you don*t wan to know. It is really that bad lol lol
>>What is your first language?
I*ll second that question.
I*d say it*s less of an issue in some agencies in Europe, like the mentioned Marcel and other creative hot shops. You*ll have the disadvantage that you might loose the writing jobs where they expect not only a great command of English but actual craft writers, just like an Art Director with no computer skills looses out on jobs where such skills are required.
It also depends on what your native language is, perhaps it*s something that you can turn into your advantage? Like Spanish in the United States.
I wish but my first language is Turkish
I know my disadvantage but I don*t think it is that bad. I believe in 2 years I can improve my english a lot. I won*t be a craft writer but I can be a copywriter. I think I justv have to "keep it simple" and that is not bad at all.
Do you have any suggestions? That would be very useful
Thnx
k.
You might as well buy this book right now. It*s the single best tool to help anyone write better in my humble opinion. It concentrates on a few essentials, the rules of usage and principles of composition most commonly violated,you can use it as reference when correcting an essay or manuscript.
The Elements of Style, (Fourth Edition)
Probably any English teacher worth their salt already asked you to buy it. wink
Another thing to do is read a lot of books written in English. Good prose is contagius, so buy a few books that are considered well written and read as often as you can. This helped me improve my (written) languages a lot.
Just for a funny book where the prose is everyday email style chatter, and the setting is the ad agencies you want to work at in the future, pick up "E" by Matt Beaumont. It*s quite funny and the different charachters write their emails differently....
Thanks a lot Dabitch.
I am on my way to Barnes&Nobles