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Fluid Scores Just Right for Arnold Worldwide
To underscore the caring treatment afforded infants, children, adolescents and young adults at Childrens National Medical Center (CNMC) in Washington, DC, Fluid, the Manhattan-based original music, sound design, graphics and editorial studio, created an original track which tells the story. Developed through Arnold Worldwide (McLean, VA), the :30 Just Right rolled out in the mid-Atlantic region December 13th .
The animated spot features a child who is taken to medical offices where he is treated impersonally and repeatedly poked, prodded and tested. When his family takes him to Childrens National Medical Center, it is immediately apparent that the entire hospital is geared specifically to the care of children - the medical staff is gentle and specially trained to be sensitive to the needs of kids; the décor is colorful and inviting; and the equipment, which can be quite daunting, is engineered for children. At Childrens National Medical Center they practice, as an assuring voiceover intones, "Not just medicine. (but) Childrens medicine."
Arnold Worldwide Creative Director Jim Lansbury added, ?Some music houses ask for lots of direction, but Fluid ?got it. All we told them that we wanted the music to be emotional, and not feel like a cartoon. Fluid came back with 7 different demo tracks. We sat down and talked about the parts of the demos which we really loved and they went back to the drawing board and returned with the final version. What was most impressive was the breadth of their work, and the fact that they nailed it with very little direction.
The orchestral track and sound design support the animation and tell the whole story. ?It was really all about not making a cartoon cartoon-y but somehow grounding the track in the feeling of the spot. The sound design is almost all instruments, it is not literal, because we wanted to underscore and enhance the image rather than go for a Looney Tunes approach, explained Fluid Partner/Composer Andrew Sherman.
The Fluid creative team included Composers Andrew Sherman and Judson Crane, Executive Producer David Shapiro and Producer Brad Stratton.
Arnold Worldwide was represented by Executive Creative Director Woody Kay; Creative Director Jim Lansbury; Art Directors Imdan Achda and Tracy Nenna; Copywriter Don Corrigan; and Producers Alison Wagner and Robin Sherman
Acme Filmworks (Hollywood, CA) and Animator Myles Flanagan, Illustrator Michael Fleming, and Executive Producer David Schmier created the animation.
The final audio mix was provided by Glen Landrum of Sound Lounge (New York, NY).
Fluid opened its doors in September 1998 when Composers David Shapiro and Andrew Sherman of Shapiro Music (Boston, MA), and Designer/flame Artist Alex Frowein of The Core Group (Boston, MA), decided to pool their talents and resources and relocate to open a creative studio in New York City. This untraditional combination of original music scoring/sound design and design/visual effects services has earned the company an enviable list of high-profile clients and a loyal following.
Fluid is headquartered at 532 Broadway, 5th floor, New York, NY 10012; phone (212) 431-4342; fax (212) 431-6525.
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