Global Connections

Global Connections

 

 

“Detached have produced compositions that have continually taken our commercials to the next level…a great asset to any production!”

Martin Laing – Producer/Director (Turner Commercial Productions/CNN International)

Our Role

We were given the brief from Turner Commercial Productions to compose bespoke music for a two minute advert in support of CNN International’s Global Connections campaign. The advert details the results of a consumer study to find the three main audiences of CNN’s ‘Global Citizens’ and we were to score music for each of these, as well as an intro and ending.

The Challenge

The challenge was to create a single bespoke piece of music and have it flow through four different movements in line with the edits in the advert. Limited by the two minute time frame, we were expected to rework a theme throughout the music to apply to the ‘global citizen’ described in the images and text. The advert is technology based but it was important to highlight the human elements relating to each ‘citizen’. The turnaround time for the initial demo was 24 hours.

The Solution

To keep the consistency throughout the piece, we based the composition around one central theme that would feature in each movement. It was then a case of reworking this theme into flowing segments, experimenting with different moods and tempo changes, whilst always ensuring the musical transitions were synced to the edits in the video. The music itself was composed using a mix of live guitars, bass and midi drums, alongside synths and orchestral instrument plug-ins. The recording, mixing and mastering was all carried out in Logic Pro 9 using in-built and 3rd party plug-ins.