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Sacred Noise Turns It 'On' For Nokia

(October 27, 2001)
What if your mobile phone had the power to turn on the entire world? That's the idea behind Nokia's "On," a new :60 spot featuring music and sound design by Sacred Noise composer Charles Lovejoy. A product of agency The Richards Group, Dallas, TX, "On" was directed by Gregor Nicholas of @radical.media and shot on location in Melbourne, Australia.

In the spot, a couple leans against their car while overlooking a sleeping metropolis. The man keys in a call on his Nokia phone and suddenly, a blue light glows in the distance. A closer look reveals it to be the neon sign of a bar. Next, the woman accepts the man's unspoken challenge by making her own call and we see the lights of a sports arena blaze out of the darkness. The commercial continues in this vein the man buys tickets to a play and the house lights shine bright at a venue. The woman books plane tickets and we see a plane preparing for takeoff. It is as if the couple has the world at their fingertips with Nokia's wireless connections. The spot concludes when the two turn everything off and the city returns to darkness.


"My goal was to score the picture with musical moments and just make it feel really integrated," Lovejoy explains. The music starts out with a slow, almost eerie sound as the camera pans in on the couple standing in their remote location. Is it a romantic moment or horror film? As soon as the man keys in his first request, the music transitions with a scratchy sound and then moves into a jazzy, Brazilian-like composition. A vocal group sings a soft repetitive "ba-da-ba-dee-da."

"Originally we were going to do something more organic because of the outdoor vibe, but when we saw that the spot had a pronounced international feeling to it, it seemed like it needed a little bit more momentum too carry it through the different scenes. So, we went for something that was more international sounding and timeless," Lovejoy explained.

About Sacred Noise:

Founded in 1996 by composer Michael Montes and executive producer Jeff Rosner, Sacred Noise is an award-winning music house specializing in creating cutting-edge music and sound design for top national advertising campaigns, broadcast design, new media projects, television and independent film, including the 2000 Oscar nominated short "One Day Crossing." The company's composer roster includes Montes, Charles Lovejoy, David Gennaro, Ravi Krishnaswami and Peter Rundquist.

CREATIVE CREDITS CLIENT: Nokia PROJECT: "On" (:30) AIRDATE: October 2001

AD AGENCY: The Richards Group, Dallas, TX CREATIVE DIRECTOR: Chuck Schiller COPYWRITER: Chuck Schiller ART DIRECTOR: Scott Conklin PRODUCER: Dave Rucker

PRODUCTION COMPANY: @radical.media, Melbourne, Australia DIRECTOR: Gregor Nicholas EXECUTIVE PRODUCER: Loewn Steel PRODUCER: Cathy Chappel DIRECTOR OF PHOTOGRAPHY: Danny Hiele

MUSIC/SOUND DESIGN: Sacred Noise, New York, NY COMPOSER/SOUND DESIGNER: Charles Lovejoy EXECUTIVE PRODUCER: Jeff Rosner PRODUCER: Marit Burch

EDITORIAL SERVICES CO.: Charlie Uniform Tango, Dallas, TX PRODUCER: Lola Lott EDITOR: Jack Waldrip

FILM TO TAPE TRANSFER: CO3, Santa Monica, CA COLORIST: Stefan Sonnefield

ONLINE EDITORIAL FACILITY: Charlie Uniform Tango, Dallas, TX ONLINE EDITOR/SPECIAL EFFECTS: Dave Laird

AUDIO POST: Charlie Uniform Tango, Dallas, TX ENGINEER: Russell Smith

STAGE OR LOCATION: Shot on location, Melbourne, Australia

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