Commonground tapped Chuck Bein’s See Music to produce the soundtrack for the agency’s glacially cold introduction of Coors Light Special Edition aluminum pint bottle, in a 15-second spot titled, “Crevice.”
The music was recorded at See Music’s studio in River North, in collaboration with fast-rising electronic dance music (EDM) remixer Ennui of Chicago.
“EDM music is all about slowly building tension and then exploding in a huge or unexpected way, which we had 15-seconds to do,” says Bein.
“We incorporated a lot of continually rising synths and sound effects and reversed chords to our song to accomplish that sort of song structure in a condensed way.“
MillerCoors made it clear to the agency they wanted to push music involvement, notes Commonground CD Mark Graham. “Our approach to the assignment had music at the center of showcasing the new bottle design
“It was a pleasure to work with See Music and nail the audio complement to the awesome visuals that Vitamin created. We couldn’t be more pleased with the outcome.”
Agency credits: Mark Graham, CD; Nan Zhao, ACD; Austin Arnold, art director; Jennifer Bluford, senior producer; Audrey Wojtonik, producer. Visual effects: Vitamin Pictures.