Children's Day 2018 Campaign
I was given the unique opportunity to compose and produce an original soundtrack for Piracanjuba, one of the largest dairy distributors in Brazil, for their Children’s Day advertisement campaign. The primary goal of this campaign was to evoke a sense of nostalgia and joy, encouraging both young and elderly to reconnect with their inner child and embrace the joyous spirit of innocence and playfulness. By reminding the audience not to stop being a kid at heart, the campaign aimed to strengthen the emotional connection between the brand and its consumers, fostering a positive and enduring relationship with Piracanjuba’s products and values.
Understanding the Brief
I began by thoroughly studying the campaign’s creative brief, gaining insights into the brand’s vision, target audience, and key messaging. This information laid the foundation for the musical direction I would take.
Concept Development
I began by thoroughly studying the campaign’s creative brief, gaining insights into the brand’s vision, target audience, and key messaging. This information laid the foundation for the musical direction I would take.
Melody and Harmony
Drawing inspiration from classic childhood lullabies, I crafted a melodic motif that was catchy, uplifting, and emotionally engaging. The harmonies were carefully constructed to support and enhance the emotional impact of the music.
Instrumentation
I chose a diverse range of instruments, including a playful combination of strings, woodwinds, and light percussion. The instrumentation aimed to create a balanced and charming sonic palette that complemented the visual storytelling of the advertisement.
Recording and Production
The recording and production process involved layering virtual instruments to achieve a rich and expressive sound. Careful attention was given to dynamics, pacing, capturing the nuances, and emotions of the music, ensuring a powerful and cohesive final result.
Finalization
During the final stage, the composition’s elements were carefully mixed to achieve a balanced sound. Subsequent mastering techniques were applied to enhance the overall audio quality, ensuring it met broadcast standards.