Truth & American Legacy "Obsolete"

AGENCY: Nickelodeon Creative Advertising

OUR ROLE: Original Music, Sound Design

THE STORY: The idea behind this campaign: Just like pay phones, smoking is becoming obsolete. To illustrate this point, Truth paired street artist Joe Iurato with a teen artist whose cutouts are shown in urban environments around ringing pay phones which are never answered. Groove Guild was tapped to sound design and score the :30 spot and a longer-form “Making of” documentary about the campaign.

The :30 spot you see here consists of only sound design (a collage of phone and city sounds) until the track drops in at :20 as we see the teen artist in real-life walking through a payphone graveyard. Both the buzzy, pumping hip-hop track, and the sound design, were created by our own Paul Riggio. 

The spot ends with a call-to-action to visit thetruth.com for more on the artists — including a documentary about the making of “Obsolete” which features an interview with the artists and goes behind the scenes of the art work used in the spot. Click here to check out the doc, also soundtracked by Groove Guild.

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