|Page (1) of 1 - 09/29/05||email article||print page|
Ear Goo Scores Two New Sprite/MTV2 'Entertisments'Elaborate Compositions/Productions Completed In Just Two Days
What does it take to get busy New Yorkers to stop whatever they're doing and take notice? Apparently art, as evidenced by a pair of :60 co-branded "Entertisments" for Sprite and MTV2, created and produced by MTV and featuring original music, sound design and audio post from Ear Goo (www.eargoo.com). The work is airing nationally on MTV2.
"The idea behind entertisments is to create a way of delivering a brand message but in way that is entertaining to the MTV2 audience," said Antonio McDonald, Director/Writer of the campaign. "To bring 'the street' to Madison Avenue."
For McDonald and MTV2 the spots needed to feel authentic both visually and audibly, which is why the spots feature an actual graffiti artist known only as Doņa, as well music and sound design from Ear Goo.
Shot documentary style, both entertisements center on the scene that transpires when Doņa, dressed head to toe in white, approaches a small platform parked on a SoHo street, and without any fanfare, begins elaborate, Sprite-centered art projects - one a graffiti-influenced cityscape with a Sprite bottle at its center, and the other a sculpture of the new MTV2 two-headed dog logo made entirely of Sprite cans.
Musically, "Sculpture," composed by Ear Goo Founder/Creative Director Paul Goldman, begins with a classically inspired jazz intro before shifting into an industrial hip-hop beat layered with cool vocal scratches and eclectic instrumentation. "Painting," with music and sound design by Ear Goo composer David Perlick-Molinari, starts cinematically before moving into a hip-hop arrangement that blends electronica and techno elements. Both pieces incorporate multi-layered sound design elements that mimic the sounds of New York City street-life and the artist working bring a sense of realism to the shorts.
"Antonio originally came to us for just sound design but the project quickly grew to us doing the music and sound design for both of these," said Goldman. "He wanted it to be 'art-meets-the-street' and for it to sound more like a film score than a commercial because these are really not spots but mini-movies."
Perhaps even more remarkable than the scores themselves is the fact that Ear Goo composed, recorded and mixed both spots in just two days - a remarkable feat considering the complexity of the music and the production. For Goldman, the project's allure was the opportunity to show the diverse skill set of Ear Goo and to be involved in something that straddles the line between short film and advertising.
"This was a challenging project for us but we believed in the creative and wanted to be a part of it," added Goldman. "It was great experience and we all got into the creative process. In the end it became very collaborative. You don't get a lot of opportunities in this business to do something that's expansive and allows you to flex a lot of creative muscles at once but this was one of those projects."
About Ear Goo:
Founded by Paul Goldman in 1994, Ear Goo (www.eargoo.com) has 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, VH1, TBWA/Chiat/ Day, McCann Erickson, Y&R, DDB and Leo Burnett. Their current showreel includes spots for Powerade, Footlocker, McDonald's, USPS and Mercedes-Benz.
Project: Sprite Entertisments: "Sculpture," "Painting" (both :60)
Agency/Production Co.: MTV, New York
Creative Director: Kevin Mackall, Lisa Preston
Director/Writer: Antonio McDonald
Co-Writer: Kadine Anckle
Director of Photography: David Ferrera
Producer: Grayson Ross
Graphics: Luke Choi
Music/Sound Design: Ear Goo, New York
Composers/Sound Designers: Paul Goldman, David Perlick-Molinari
Editorial: MTV, New York
Editors: Scarlet Perez
Film To Tape Transfer: Nice Shoes, New York
Related Keywords:Entertisments, Ear Goo , Antonio McDonald