The agency requested an original composition for a new commercial to launch The Post Office's new brand identity.
The film was influenced by social sharing websites like Tumblr and Pinterest and had a collage-like aesthetic, with slides continually moving in and out of frame. The composition had to be unique and highly distinct from what the agency identified as current generic trends in music for advertising.
We reached out to our network of specialist composers before commissioning Jim Perkins to create the final piece. His approach to the brief delivered an innovative and somewhat abstract soundtrack that combined human elements with unusual textures, rhythmic layers and delicate pianos.
Firstly, we put together a mood board of tracks from our existing production music catalogue, using this as a basis to pinpoint the right aesthetic. We felt that using human, organic sound effects in combination with abstract elements, would lead to a piece that was original yet maintained the friendly, handmade feel that the film demanded. We sat down with the agency and discussed what did and didn't work. Armed with this information we wrote a new brief and invited three professional composers to submit demos, before selecting the most outstanding work.
The clients and the agency were delighted with the finished product, which defied convention and delivered fresh and innovative sonic branding to a long established and traditional brand.
We felt that using human, organic sound effects in combination with traditional instruments could lead to a piece of music that was original yet maintained the friendly, handmade feel that the film demanded.