OUR ROLE: Music Production
The Story: As the followup to Dove’s award-winning short film, “Real Beauty Sketches” — one of the most viral ad videos of all time — the stakes were high on “Dove Patches,” both for DAVID and for Groove Guild as the Music Producers on the project.
Like “Sketches,” “Dove Patches” is a beautifully shot short film featuring stories of real women. After seeing the initial footage, we realized the music needed to support the creative and reinforce the emotion, but not dictate that emotion.
The Result: The music process spanned four timezones, with creatives in Los Angeles and São Paulo, Groove Guild producing from New York and the composer (Great Garbo Music), in Switzerland. Great Garbo’s composition “Enlightened” was chosen and developed over several cuts of the film, with Groove Guild working to evolve the music to picture.
The campaign launched in early April, and within a few weeks of launching, “Dove Patches” had over 25 Million views on YouTube, and earned media on Ad Age, Mashable, and more.