Case Study

Tic Tac "Pop Open Fun"


AGENCY: Noise Digital

ANIMATION: Sarofsky

OUR ROLE: Original song, sound design

THE STORY: Sarofsky created a surreal environment where the Tic Tac takes us on an exciting journey that literally transforms one object to another right before our eyes. The world itself also takes on characteristics of the flavor…cool, minty and fresh, which was a great direction for us to develop a visual style around.

Our CD, Paul Riggio, created a fantastic original song and enhanced every animated movement with detailed sound design (sadly, many tic tacs were harmed during the production).

Diet Coke / Coca-Cola Lite "Black Dress"


Agency: Johannes Leonardo

OUR ROLE: Music Production, Original Music

The Story: A companion spot to Diet Coke / Coke Lite “Anthem,” “Black Dress” went through a similarly rigorous music production process which had Groove Guild exploring both original and licensed music.

The Result: After chasing down several directions, from dance/remix to retro soul and more, we tapped our own resources to compose this free-spirited track. The music captured the independent style and spirit of the “Wear What You Want, Drink What You Want” message — a fun, sophisticated piano intro building to a bright, ecstatic chorus.

AOL "GATHR"


AGENCY: McCann

PRODUCTION: Nexus Films-Smith and Foulkes

OUR ROLE: Agency music production, music supervision, original music production & sound design

THE STORY: This was a huge international production, spanning multiple time zones, five months, and 340+ tracks. After beginning with an extensive search of licensable songs, we ended up collaborating with several music companies to create a unique sonic identity with original music. The final piece was created by Audible Playground. Our CD, Paul Riggio, delivered on the sound design. This is a perfect example of Groove Guild’s unique multidisciplinary ability to holistically execute great music and sound.

Google "Maps"


AGENCY: Johannes Leonardo

OUR ROLE: Music supervision

THE STORY: When Google Maps launched on the iPhone it was big news and Groove Guild was challenged to find the perfect song to tell the story. We went in with the thought of finding a song with the lyrical theme of being “back” and dug up the old classic “Back Into My Life Again” by Spencer Davis Group. We felt we hit a home run and so did the agency. The song was perfectly edited to picture after we re-recorded 2 bars of the original master in order to fit picture. What we came to learn is that the Maps app was not “back” but it was “here.”

It was back to the drawing board to find the perfect song with the key word “here.” We ultimately landed on the song “Here We Go Now” by The Hundreds and Thousands. Ten million views later…the rest is history.

Trident "The Chew Life"


Agency: Johannes Leonardo

OUR ROLE: Music Production

The Story: With our agency music producer hats on, Groove Guild tackled both original and licensable music exploration for this awesome campaign. The goal: to beat a favorite but impossible-to-license song!

We produced a number of original directions, ultimately bringing in boutique music collective Ski Team to make a perfectly badass original song to vibe with the unexpected (and superbly shot) characters in this otherwise silent :60.

AT&T U-Verse "Future Olympian"


AGENCY: BBDO

OUR ROLE:Original Music

THE STORY: This :30 spot, for AT&T U-verse, required a quick turnaround to be ready in time to air during the Sochi Olympics. Groove Guild served as the Music Producers to explore both original and licensed music options simultaneously. The goal was to find or craft something ambient, and sparse with a glimmer of hopeful.

THE RESULT: Groove Guild tapped a number of individual composers to write music while we also searched for an appropriate track to license. Striking the biggest chord with the client was this beautifully minimal original score.

Dove "Dove Patches"


Agency: DAVID

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.

Jamaica Tourism "The Bobsled Song"


AGENCY: FCB

OUR ROLE: Agency Music Production, Original Song

THE STORY: The 2014 Winter Olympics in Sochi marked the first time in 12 years that the Jamaican bobsled team would compete in the Olympic Games. To mark this event the Jamaica Tourism Board and FCB brought an idea to Groove Guild: Could we create an original song that soundtracked the race, before the race actually took place? The concept being – fans could support the bobsled team by downloading the song, tune into their race and hit play as the team took off out of the gate on their first run.

THE RESULT: Groove Guild jumped at the opportunity, tapping Sidney Mills – keyboardist for legendary Jamaican band Steel Pulse – to come in and lay down some magic with resident composer Jon Notar. The pair wrote the song according to the shape and length of the actual race track at Sochi, collaborating with FCB creatives on lyrics that synced up perfectly with the turns in the track.

And thus, “The Bobsled Song” was born – a super catchy, danceable reggae anthem that was a hit with the agency, the client and, within a couple of days, the world! FCB created a fun 8-bit videogame-style music video, launched www.thebobsledsong.com website, and before long, “The Bobsled Song” had gone viral receiving digital ink from the likes of USA Today, ABC, NBC, Mashable, Yahoo, Ad Week, and Mediabistro’s Agency Spy to name a few. The song even got featured on Good Morning America the day after the race. Even though the Jamaican bobsled team didn’t qualify for a medal, they were the most talked about bobsled team since the last time they first entered the sport in 2002.

Diet Coke / Coca-Cola Lite "Anthem"


AGENCY: Johannes Leonardo

OUR ROLE: Music Supervision, Music Production

THE STORY: From the cinematography, to the inspiring visuals and the thought-provoking tag line — “Choose LOVE over Like” — everything about this spot was meticulously conceived and executed. So, it goes without saying that the music had to be exceptionally perfect…no pressure! This was a job that required us to run parallel paths on multiple levels. From producing original music with some of the world’s most respected music houses, composers and artists, to searching high and low for that perfect song, Groove Guild pulled out all the stops leaving no stones unturned along the way.

THE RESULT: The magic happened in the form of the soon to be mega hit “Love Me Again” by UK artist John Newman. It simultaneously captures the epic emotion of the spot, lyrically supports the overall message and pairs the brand with a breaking song/artist from which the brand can draw equity. Boom! We were in “LOVE!”

Coke "Happiness Starters"


AGENCY: DAVID

OUR ROLE: Music Supervision

THE STORY: This inspiring spot is about people having the power to change the world. Groove Guild was brought in to find the perfect song to echo and elevate this message, while underscoring Coke’s commitment to sustainability programs worldwide.

THE RESULT: “The Perfect Life” by Moby struck just the right chord. It communicates a sense of unity and optimism for this inspiring and empowering visual. The song’s big group chorus builds in celebration of real people bringing about real change. Groove Guild handled all negotiations, securing this track within budget.

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