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Echo Boys Create Garage Band Sound For GoodyearMinneapolis-based music house goes on-set for percussive session (June 18, 2004)
In a new national package of Goodyear retail spots from Hitchcock Fleming & Associates/Akron, Ohio, The Echo Boys created percussive sound design that serves as the score for garage workers who make their own music by beating oil drums, slamming metal tool-kit lids and slapping tires.
The retail spots, shot by director Scotty Bergstein of Area 51 in Los Angeles, take place in an automotive garage set with a white limbo background. When a worker idly taps on an empty plastic bottle with a tool, his colleagues pick up the beat improvising on tire rims, air wrenches, jacks and paint cans. Each spot ends with a different Goodyear offer and additional percussion behind the Goodyear logo.
Professional percussionists and dancers were cast as the garage band and their ?instruments were pre-selected. Echo Boys sound designer and arranger Tom Lecher and Echo Boys percussionist Ken Chastain attended the shoot to map out the tempo and pattern of the tracks and rehearse with the impromptu band.
?We did demos in advance but decided it best to capture the band live in an unchained situation, Lecher explains. ?The spots were not shot as a routine but as percussionists playing, which we then could edit into 30-second performances. We captured live sound at the shoot but needed to sweeten and replace most of it to achieve the final result.
Lecher enhanced the 50-gallon drum beats with bigger booms, explosions and thunder. He added big door slams and stylized whooshes to the slamming tool-box lid and pitched down rubber band twangs and more for the tire slaps. ?The key thing was to make all the sounds believable, says Lecher. ?We were not aiming for huge stylized sounds but sounds that appear as if they were made in that garage.
?Echo Boys went above and beyond, reports Tom ?TK Krasofsky, producer for Hitchcock Fleming & Associates. ?They were able to interpret what we wanted -- or at least what we thought we wanted -- and what the spots needed while still keeping them in a musical realm. On the set, Echo Boys jumped in and helped everyone find their place and pace. Back in the studio they followed through by enhancing the live-action sounds for a real ?garage band feel.
Echo Boys Bob Millea, Ken Chastain, Tom Lecher and Andy Thompson arranged percussion tracks for the campaign with Kathy Yanko producing. Echo Boys mixed the tracks on a Digidesign Pro Tools system. The final mix was performed by Darin McGowan at Postique in Southfield, Michigan
?It was fun to be involved in the actual making of the spot, and having immediate musical input on the set was invaluable, Lecher notes. ?The campaign was a real collaboration of the agency, the director and Echo Boys.
For more information visit www.crash-sues.com.
Client: Goodyear Titles/Lengths: ?Garage Band campaign; 5x :30 June 1, 2004
Agency: Hitchcock Fleming & Associates/Akron, OH
Creative Director: Bob Clancy Art Director/Associate Creative Director: Tony Carter
Copywriter: Greg Pfiffner Producer: Tom ?TK Krasofsky
Account Executive: Matt McCallum
Music Company: Echo Boys/Minneapolis
Sound Designer/Arranger: Tom Lecher
Percussion/Arranger/Engineer: Ken Chastain
Post Percussion: Bob Millea, Andy Thompson
Producer: Kathy Yanko
Production Company: Area 51/LA
Director: Scotty Bergstein DP: Barry Peterson
Executive Producer: Phyllis Koenig Line Producer: Lee Trask
Where shot: LA Center Stage, LA Stock Footage Company: None
Editorial:Griot/Southfield, Mich Editor:Dave Mariani Exec Producers:Craig Duncan, Sasha Grubor
Post Facility: Postique/Southfield Online: Mike Genette
Transfer Facility: Postique/Southfield Colorist: Eric Mauer
Efx Company: Postique Design Group/Southfield
Related Keywords:Audio Post: Postique/Southfield Mixer: Darin McGowan Goodyear, Hitchcock Fleming & Associates, The Echo Boys, Scotty Bergstein, Area 51, Tom Lecher, Ken Chastain, Tom ?TK? Krasofsky, Bob Millea, Ken Chastain, Tom Lecher, Andy Thompson, Kathy Yanko, Digidesign, Pro Tools, Darin McGowan, Postique,