/24-7PressRelease/ - PHOENIX, AZ, September 09, 2008 - Looking to musically capture a sense of hopefulness that was both cinematic and inspiring, the Muscular Dystrophy Association (MDA) and Phoenix-based creative agency E.B. Lane (http://eblane.com) turned to original music/audio post house audioEngine (http://www.audioengine.net) and Composer Jason Camiolo and Managing Partner/Mixer Bob Giammarco to score and mix a new three-spot, 30-second public service campaign for the MDA that will air during the organization's famous Labor Day Telethon hosted by Jerry Lewis.
In addition, Camiolo and Giammarco scored and mixed a behind-the-scenes three-minute Making Of feature about the campaign that will air as part of the telethon's broadcast.
The idea of the campaign is to show viewers the difference they can make in someone's life, Camiolo said. We didnt want the music to feel sad or downbeat, but rather have a cinematic quality that conveyed a sense of hopefulness.
In the spots, we see vivid images rife with symbolism depicting what its like to be afflicted with muscular dystrophy. In one spot a wheelchair bound young man sits at a crosswalk and looks across the street at a sign that reads Cant Walk instead of Dont Walk. Another spot is seen in reverse with a young girl going from riding her bike happily, to walking, to wheelchair bound. A third spot focuses on another wheelchair bound boy. As the camera zooms to the wheel of the wheelchair, it morphs into the wheel of a bike with the same boy riding it smiling from ear-to-ear.
In each spot, the music starts off plaintively with just a simple piano melody but soon transitions along with the visuals to a more soaring, orchestrated feel. The narrator tells viewers that through partnerships with the pharmaceutical and bio-tech industries MDA is making bold inroads and gaining greater understanding of muscular dystrophy.
Marking a rare change from the usual advertising production workflow, Camiolo was brought into the project even before the cameras rolled. Working off just the storyboards, Camiolo composed a demo that received such a great response by the creative team that it was used during the actual shoot and in the editing suite. The spots visuals were timed to Camiolos musical transitions, something that rarely happens in advertising.
Later Camiolo revised his original track replacing some of the sampled instruments with live ones, including a violin, cello, french horn and trumpet, performed by some of Phoenixs finest musicians including several who are part of the Phoenix Symphony and Phoenix Opera Company, as well as regular audioEngine contributors. Additionally, Camiolo expanded on the musical themes heard in the PSAs for the score to the making of segment.
This was one of those rare jobs where everything just clicked, Giammarco said. E.B. Lanes Executive Creative Director Mark Itkowitz was on the same page as us creatively from day one. Our live horn and string sessions went flawlessly and everyone involved loves the final result. On top of that, its for a tremendous cause. Hard to not be happy when it all goes like that.
The TV spots are expected to run nationally on networks including ABC, CBS, CNN and Fox News beginning this month. The campaign, which will also include radio, outdoor and online media placements, is relying predominately on donated media time for distribution.
About audioEngine:
Whether you enjoy the big city excitement of the East coast or prefer the warm and sunny disposition of the Southwest, audioEngine offers only the finest in audio post-production services wherever you are. With studios in New York City and Phoenix, our group combines smart thinking and great talent with deep technical knowledge to form an exceptionally creative product.
audioEngine was established in 2002 and has continually achieved creative excellence within the industry. Our company boasts one of the hottest team of mixers, engineers and composers including Jason Camiolo, Bob Giammarco, Tom Goldblatt, Carl Mandelbaum, Hillary Martell, Rex Recker, Joe Vagnoni and Brian Wick.
We offer a full service experience including mixing for HDTV and cinema as well as sound design and original music for film, television, radio, web and multimedia. For more information or to see our award winning work please visit http://www.audioengine.net/
Toolbox:
Logic Pro
Pro Tools HD3 rig w/ SSL 6000 Series Plug-Ins
Mac G5
IK Multimedia sample library
Web Resources:
Click here to watch the audioEngine/MDA spots:
http://www.eblane.com/mda/
Click here for more info about audioEngine:
http://www.audioengine.net
Click here for more info about EB Lane:
http://www.eblane.com
Click here for more info about MDA:
http://www.mda.org/
Creative Credits:
Client: MDA
Project: Crossing Light, Transformation, Before They Can Run (All three are :30s)
Agency: EB Lane, Phoenix, AZ
CEO: Beau Lane
President: Todd Bresnahan
VP/Executive Creative Director: Mark Itkowitz
VP/ Creative Director Visual Branding: Peter Schaer
Executive Broadcast Producer: Carolyn Peterson
Account Supervisor: Eric Friedman
Production: True Story Films, Phoenix, AZ
Director: Cary Truelick
Editorial: Copper Post Digital, Phoenix, AZ
Editor: Rob Beadle
Music/Audio Post: audioEngine, Phoenix, AZ
Composer/Piano: Jason Camiolo
Mix: Bob Giammarco
Violin: Carrie Caruso
Trumpet / Brass Arranger: Joshua Whitehouse
French Horn: Shannon Kerrigan
Cello: Melanie Yarger
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