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POP Mixes New Television Spot for BMW

Audio tracks combine score and sound effects By DMN Staff Writer
POP Sound engineer Loren Silber has mixed an intriguing new television spot for BMW and Fallon Worldwide, Minneapolis. The spot offers a new twist on driving footage as a BMW 3 Series sedan leaves a trial of ghostly images as it glides along twisting roadways.

The effect is similar to a motion study, with the car’s path described by a series of frozen points in time. “Every car has its moment,” comments the voiceover. “This one has thousands per second.” Fallon’s creative team included creative director Bruce Bildsten, copywriter Mike Gibbs and art director Scott O’Leary. Rob van de Weteringe Buys produced for the agency.

Silber prepared the final audio tracks from sound design provided by Elements’ James O’Brien and music composed by Paul Robb of Face the Music. The two elements work extremely well together, Silber noted, with the Robb’s evocative score representing the soul of the car, and the sound design elements helping to sell the concept of fragmented time. “The sound has a stuttered element that pokes through the music as the car splits into multiple images,” Silber said. Another key point of sound is the hooting of an owl whose image—also at one point presented as a motion study—serves as a metaphor for the car’s muscular grace.

POP Sound is located at 625 Arizona Ave., Santa Monica, CA 90401. For more information, call (310) 458-9192 or visit

Commercial Credits

Air date: October

Title: Pure Drive

Length: 30-seconds

Client: BMW

Agency: Fallon Worldwide, Minneapolis. Bruce Bildsten, creative director; Mike Gibbs, copywriter; Scott O’Leary, art director; Rob van de Weteringe Buys, producer.

Production Company: Partizan, Hollywood.
Sheila Stepanek, executive producer; Julie Fong, producer; Jeff Cutter, director of photography.

Location: Los Angeles.

Stage: None.

Editing Company: Brass Knuckles, Venice, CA. Chris Hafner, editor; Maya Hawke and Kashina Kessler, assistant editors; Bond Schoeffel, executive producer; Mary Matusz, producer.

Music Company: Face the Music, Venice, CA. Paul Robb, composer.

Post Facility: Company 3, Santa Monica, CA. Stefan Sonnenfeld, colorist.

Method, Santa Monica, CA. Chris Staves, editor.

Visual EFX Company: Twisted Laboratories, Hollywood. Olivier Gondry, compositor.

Audio Post House: POP Sound, Santa Monica, CA. Loren Silber, engineer/mixer.

Sound Design Company: Element, Venice, CA. James O’Brien, sound designer.

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Related Keywords:audio, sound design, music

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