Archives for: August 2009

08/25/09

music, melitta and montreal

iV has just wrapped up production on a new spot for German coffee maker, Melitta. Best known in the USA for their coffee filters and coffee makers, Melitta is pushing deeper into the coffee market with their line of gourmet roasted coffees.

Melitta and tapped FKQ to produce a spot that would communicate the brand promise of “bringing European indulgence to everyday life.” Shot in Montreal and composited with scenes from Paris, the production follows the journey of a waiter and his cup of coffee as he travels from a french café to a Stateside kitchen, where he delivers the “flavor of Europe” in a single cup.

FKQ asked iV to help create a score that would help viewers "taste" Europe though audio cues. Working on the premise that the score should feel international but avoid musical clichés, iV began the process with storyboards and music supervision, creating a few audio moodboards that allowed both agency and client to focus on a direction and sound for the score. Armed with that knowledge, we then assembled a live ensemble that included drums, upright bass, accordion, guitar and chromatic harmonica. The live instrumentation and simple score reinforced the international feeling of the spot, but still communicated the Melitta values of ease, accessibility and affordable indulgence.

Check out the finished work here.

Permalink 07:18:21 am, Categories: cool stuff

iV : where audio and advertising meet

we are a creative community of audio and marketing professionals, focused on providing strategic audio branding for a wide range of global agencies and brands. with an emphasis on strategy, execution and innovation, we offer consultation, education, music supervision, original music production, re-recording, audio logo development, music licensing, rights negotiation, sound design, branded content and audio post production. we'd like to think we're pretty fun to work with, too.

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