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: sports & sportsgear (ads)
Holyshit. It will give me nightmares but I like it.
This ad did NOT make me want to run right over to Nike Town for a new pair of "boots." Of course I'm not really in the market for a new pair of boots, and even if I were, despite all my years living in Europe, I'd still call them soccer shoes.
It's early in the game, but so far, I think this ad is tops in nomination for "Most Cringe-worthy Spot of the Year".
Yikes!
It's not that bad guys.
No it isn't awful - but that lacing up part is tough to watch without cringing (and/or gagging). But...that does help it cut through the clutter. ;)
Oh it is. It's just horrible. The concept, not the execution.
Just because you came up with the idea to show the old hackneyed "article of clothing = second skin = part of you" metaphor in a stomach-turning way doesn't mean you should go and shoot it.
FAIL.
That's just terrible.