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Fluid Scores with FCB and the Ad Council

It will then roll out nationally mid-January on television (November 18, 2005)

FLUID, the Manhattan-based music and editorial studio, has created an original score for a :30 spot, Tic Tic, which encourages youngsters to think for themselves and avoid the  peer pressure which can lead one to do  ?stupid stuff. Developed by Foote Cone Belding (New York, NY) for the Office of National Drug Control Policy (ONDCP) and as a pro bono agency for a Drug Free America, the spot will debut theatrically the week of November 28th in such films as Harry Potter and the Goblet of Fire, The Chronicles of Narnia and The Producers.  It will then roll out nationally mid-January on television.

As the spot opens, we find a frightened teenager running for all he is worth with a hound, Tic Tic, hard on his heels. ?Yesterday my friends told me to smoke some weed, and I did. Then, today, they said I should outrun Tic Tic, the lumberyard dog, and I dont think I can. Im an idiot. He makes it to the chain link fence, and safety - this time - but realizes that ?I am doing stupid stuff and that aint me.  The message to all teens is clear: ?Live above the influence, above them, above weed.

?The most interesting aspect of this music is probably the instrumentation.   I'm really into affecting the vibe and color of a visual by combining unique instruments and processing them in unusual ways.  The piece opens with an old-timey sounding ukulele that is later joined by vibraphone, glockenspiel, wood blocks, tuba, acoustic guitar, drums, and an operatic choir, generated with a 1960's keyboard instrument called a mellotron.   I feel I gave the piece a fresh sound while retaining an earthiness and without going high-tech, explained FLUID Composer Judson Crane, who incidentally, played all the instruments for the composition. ?The trick was creating a musical journey that suggested the gravity of the kid's predicament without being too dark or foreboding.  Although the piece begins in a minor key, the quirky instrumentation and the optimistic build serve the humorous but unfortunate plight of the main character.

FCB NY VP/Senior Producer John McAdorey said of the agencys collaboration with FLUID, Tim and Gregory both felt that FLUID would have the best handle on this spot, and since they have done so much great work for us in the past, they were a natural choice. FLUID found just the right underscore. Judsons composition is fresh and ultimately optimistic. It was a great way to take some of the fear out of the situation, but still make it compelling.

The Foote Cone Belding creative team included Creative Director Chris Becker, Head of Production Andrew Chinich, VP/Senior Producer John McAdorey, Creative Director/Art Director Keith Ross, Copywriter Tim Roan, and Music Producer Gregory Grene.

The spot was lensed by Biscuit Filmworks (Los Angeles, CA) and  Director Jeffrey Fleisig, Director of Photography Scott Butfield, Executive Producer Holly Vega, Line Producer Darren Ball, and Production Coordinator Megan McGhee.

Offline editorial was completed by Editor  Akiko Iwakawa at Final Cut (New York, NY).

Colorist Tim Masick of Company 3 NY (New York, NY) was responsible for the film-to-tape. 

The online was completed at Nice Shoes (New York, NY) by Editor Ed Skupeen.

The final audio mix was engineered at Audio Engine (New York, NY) by Rex Recker.

FLUID, the New York-based, award-winning music and editorial studio, is headquartered at 532 Broadway, 5th floor, New York, NY 10012; phone (212) 431-4342; fax (212) 431-6525.  Visit the FLUID website at For more information, or to see a reel, contact Jessica Millington.


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Related Keywords:FLUID, Tic Tic, Foote Cone Belding, National Drug Control Policy, spot, Harry Potter and the Goblet of Fire, The Chronicles of Narnia , The Producers


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