Hyundai World Cup 2010

Hyundai World Cup 2010

“A lot of care and attention was put into specially tailoring each piece, resulting in memorable and powerful music…”

Tim Slessor – Editor (CNN/Turner, The Bank, BBC, Ogilvy, The Edge, Discovery)

Our Role

Having already worked closely with Tim Slessor and previously produced a number of bespoke, South African themed pieces of music for a number of projects, he once again called upon our experience and skills to work on Hyundai’s 2010 World Cup advert campaign to be shown on CNN International prior, during and after the event itself. Our work on the promotional My South Africa Tourism adverts in the run up t the World Cup, meant we quickly understood the brief and what was required to fulfil it for the client.

The Challenge

The challenge on this project was to compose and produce an original piece of music for each advert, whilst keeping a constant theme throughout so as to pull all three adverts together as a developing series. An easy option would be to use one piece for all three adverts, but the client specifically requested original music for each. The music itself was also expected to have a ‘South African’ sound, incorporate native instruments and vocals whenever possible, as well as using actual recordings from the advert shoot.

The Solution

For us the most important element of this project was theme that would be required to run through the music for each advert. To achieve this we initially focused all our efforts on creating the main bespoke piece of music for the first advert. This was composed and produced using a mix of live guitars, synths, drum programming and sampling. Once this was complete it became the basis for the music on the next two adverts, which was created by re-editing and re-structuring the original, as well as adding new and taking away old elements, in order to give each piece a freshness and originality, yet maintaining that core theme throughout.