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Ear Goo Gives Thought To MTV PSA Campaign ThinkDirected by noted feature director Joel Schumacher (November 14, 2005)
A metallic, sterile note trembles asynchronously over a grim, Orwellian scene. So begins "Colors," a new PSA in the "THINK" campaign from MTV Networks (www.think.mtv.com) featuring original music and sound design from Ear Goo (www.eargoo.com), New York. Part of a long-term effort, the MTV's Think campaign will air throughout the rest of 2005, and even tie into MTV programming.
In the spot, directed by noted feature director Joel Schumacher (St. Elmo's Fire, Phone Booth, Falling Down, The Phantom of the Opera), ten clusters of teenagers are seated at separate cafeteria lunch tables - each group identified by the primary color on their otherwise identical sweatshirts.
Tension and suspicion builds along with the music until one brave young woman from the pink table moves tentatively to the blue table. A connective drumbeat emerges to join the sparse musical arrangement as suddenly emboldened students begin to move freely. As the students and their "colors" blend together, so does the music.
Ear Goo founder/creative director Paul Goldman, who produced the track composed by Ear Goo's David Perlik-Molinari, explained that the music was a bit surreal in nature with the piano track acoustically reversed and others saturated in a slap-back echo that obscures the melodies while compounds the harmony to create the eerie musical space that defines the cafeteria setting.
"The MTV THINK spots are not your typical public service announcements," said Goldman. "These are not spots warning kids against using drugs or protecting themselves through safe sex. These spots are much more about simple kindness and thinking about other people. There is no dialogue whatsoever in the spot, so we relied pretty heavily on the music to drive this important story."
About Ear Goo: Founded by Paul Goldman in 1994, Ear Goo (www.eargoo.com) grown enormously the past 11 years, building a well-earned reputation for its original music, sound design that challenges clients with musical concepts that go far beyond the expected. It is that adventurous mindset that accounts for Ear Goo's repeat business from the world's leading television networks and advertising agencies, including MTV, TMWA/Chiat Day, McCann Erickson DDB Chicago and Leo Burnett. Their current showreel includes spots for Powerade, Footlocker, McDonald's, USPS and Volkswagen.
Related Keywords:A metallic, sterile note trembles asynchronously over a grim, Orwellian scene. So begins "Colors, " a new PSA in the "THINK" campaign from MTV Networks (www.think.mtv.com) featuring original music and sound design from Ear Goo (www.eargoo.com), New York. Part of a long-term effort, the MTVs Think campaign will air throughout the rest of 2005, and even tie into MTV programming.