AGENCY: Johannes Leonardo
OUR ROLE: Music Production, Arrangement, Sound Design
THE STORY: "Journey" is the second spot in Johannes Leonardo’s campaign for Canadian insurance company, Sonnet. The multi-spot campaign – with music produced by Groove Guild – offers a variety of executions on the concept, or tagline “What’s the best that can happen?” “Journey” takes the point-of-view of a newborn baby and the position that the wide-eyed lens through which we see the world at the very beginning of life is the most valuable asset we’ll ever own.
THE RESULT: JL ECD Leo Permutico suggested a musical piece by spoken word Def Poetry Jam artist Oveous that captured both the simplicity and sophistication of this concept, however the exact track as it had been recorded was not a perfect fit. So Groove Guild composer and pianist Jon Notar created an arrangement of the piece, riffing on the jazz inflected melody and tailoring it perfectly for the spot. Additionally, Groove Guild CD Paul Riggio provided ambient sound design to both convey aural perspective and underscore the music.