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.”
Technorati Tags: viral or youtube
That shit is brilliant and funny.
Thank you for saying it's 'gone' viral as opposed to being 'a viral'. That alone makes me happy.
I note that people who comment on this at the site are saying it's bad for animals, etc, yet they fail to do the same thing on other ads using animals (Andrex puppy, for example). Is it because of the fashion angle? Have they missed the point?
Yes on all counts.
Oh I know about virals, the aount of times I have to advise peopel on "making a viral", no sir that is impossible, you can only make web content and hope it becomes viral...ie...it gets passed around
I think some people take things far to seriously, do they really think that animals can be used in an advert without every measure to ensure their health and wellbeing is taken?
This film is humour with a big H.
But I can't help wondering if all those moralistic comments on YouTube are real or the product of a viral-generating factory somewhere?
I thought it was hilarious. :) Also, I'm with kgeiger - the worried animal lovers in the comments seem to have forgotten their sense of humour somewhere, that seems quite faked.