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POP Sounds Mitch Dorf Mixes Honda in 5.1Audio Post Facility Provides Multi-Format Delivery of HD Spot (November 14, 2005)
POP Sounds Mitch Dorf helped to fulfill every drivers fantasy in preparing a 5.1 surround sound mix for a new HD spot for Honda. Titled Tailpipe, the computer-animated spot out of Rubin Postaer & Associates tapped into POP Sounds unique ability to perform audio post work for HD commercials, as it delivered multiple versions of the spot formatted to the specific requirements of the various broadcast networks. POP Sound also delivered a version with a stereo mix for use in standard def broadcasts.
The spot shows a Civic SI driving up and over a steep ramp that causes it to become airborne over a city. From there, the car bounces off the roofs of tall buildings and through a large pipe held aloft by a construction crane before landing gently on a street and pulling into a garage. The spot is part of a new campaign promoting the Civics redesign.
Dorf blended sound effects with the spots energetic musical track, M.I.A.s Galang. The sound design featured some unusual effects including one that supports the first shot in the commercial where the camera enters the cars tailpipe. ?We had a lot of fun coming up with just the right sound to suggest that the viewer is being sucked into the car through a narrow pipe, recalled Dorf. ?That sound is bookended by a ?pop at the end of the spot, when the viewer is returned to the real world.
POP Sound delivered versions of Dorfs 5.1 mix in 720p, 1080i and 1080p calibrated to the needs of different HD broadcasters. ?We were early entrants into both 5.1 mixing and HD delivery, noted Dorf. ?We made the commitment to acquire the technology and the expertise necessary to provide HD delivery in all formats. When clients come to us with an HD project, they leave with all the elements they need.
POP Sound is located at 625 Arizona Ave., Santa Monica, CA 90401. For more information, call (310) 458-9192 or visit www.popsound.com.
Ad Agency: Rubin Postaer & Associates, Santa Monica, CA. David Smith and Joe Baratelli, creative directors; Nathan Crow, art director; Camille Sze, copywriter; Gary Paticoff, producer.
Production: The Directors Bureau (HKM). Shynola, director.
Music: HUM. Jeff Koz, creative director; Tricia Halloran, director of A&R; Debbi Landon, executive producer.
Editorial: Rock Paper Scissors
Audio Mix & Sound Design: POP Sound, Santa Monica, CA. Mitch Dorf, mixer/sound designer.
Related Keywords:POP Sound Honda dorf Rubin Postaer & Associates