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Tonic Delivers Audio For DHLProvides sound design and audio post for three DHL spots (November 10, 2004)
A recent package of television spots attempts to raise the profile of the shipping company DHL. But in designing the all-important audio, it was Tonic delivering the goods.
Three spots conceived by Ogilvy and Mather -- ?Bubblewrap, ? Shaking and ?Prove depict a frenetic DHL warehouse, where time-lapse footage and a flurry of camera angles showcase employees working non-stop. The task was assigned to Jun Mizumachi of Tonic to supply the sounds that work hand-in-hand with the sights.
But Mizumachi relates that the factory setting for the trio of spots presented him with an interesting challenge. ?This wasnt like other sound designs, because factory sounds like belt conveyors and forklifts arent thought of as beautiful sounds, says Mizumachi. ?But it was important to convey that this location was both organized and modern.
Mizumachi responded as he often has before by layering and mixing like a chemist. Combining his recordings of factory activity with various ambient sounds from his own library, the veteran sound designer managed to paint a sonic picture that is both realistic and atmospheric.
?Another goal of mine was to work within the framework of the music, Mizumachi explains. ?When you combine sounds to achieve an overall effect, you have to focus on that effect complementing the music -- not competing with it. At the same time, there are points where the music drops out, and in those moments, the sound design should be interesting enough to keep carrying the spot.
Aside from Mizumachis work, Tonic also oversaw the sound mix, which was engineered by Anthony Erice. According to Tonics Vice President of Sales, Sharon DiTullio, that in-house collaboration was crucial to the campaign.
?When you see the three DHL spots, you get a futuristic feeling that is very sound design-intense, she says. ?I know Jun had a lot of fun with the spots and being in our studio during the sound mix allowed for a seamless session. It's great when clients let us showcase our sound designing and mixing talents."
Tonic is a full service audio post company specializing in Original Music, Sound Design and 5.1 surround mixing for TV, film and HD. Tonic is located at 50 East 42nd Street, 11th Floor, New York, NY 10017, (212) 986-3070.
For more information visit www.tonic.tv.
DHL ?Boxes/Bubble Wrap, ?Boxes/Shaking & ?Boxes/Prove
Advertising Agency: Ogilvy & Mather, New York, NY
Creative Director: Mike Wilson
Executive Producer: Melanie Baublis
Editorial Company: Go Robot, New York, NY
Editor: David Bradley
Assistant Editor: Ben Suenaga
Producer: Jonlyn Williams
Postproduction Facility: Nice Shoes, New York, NY
Colorists: Chris Ryan & Micah Kirz
Producer: Pat Portela
On-Line Editor: Ed Patrowicz
Audio Post: Tonic, New York, NY & Sound Lounge, New York, NY
Mixer: Anthony Erice (Tonic)
Mixer: Rob Sayers (Sound Lounge)
Sound Design: Tonic, New York, NY
Sound Designer: Jun Mizumachi
Related Keywords:Tonic, DHL, sound design, Ogilvy and Mather, Jun Mizumachi, Anthony Erice, Sharon DiTullio, Mike Wilson, Melanie Baublis, Go Robot, David Bradley, Jonlyn Williams, Nice Shoes, Chris Ryan, Micah Kirz, Anthony Erice, Rob Sayers,