Sound engineer/sound designer Michael Mason of STIR Audio Post delivered high-octane sound design and effects to Milwaukee-based Jacobson Rost’s new Optima vehicle batteries’ campaign that follows extreme sports events around the country.
The three 30s, airing on Speed Channel, MAV TV, CBS Sports and numerous online outlets, are targeted to extreme speed enthusiasts, like amateur race car drivers, who want to take their pursuits to the next level, and professionals who rely on their cars and boats to earn their living.
All depend on Optima batteries to keep them moving, hence the tag line “Never stop starting!”
Agency CD/writer Tom Gorton who created and steered the spots, director/DP Chris LeClerc and a five-man crew filmed for over a month last summer, trekking through Wisconsin race courses and lake country, and the mountains of Pennsylvania and Los Angeles.
The spots feature quick cut, live action vignettes starring Optima low riders, high performance cars, Ultra 4 cars and boats.
Working collaboratively, Gorton and Mason, whose professional relationship spans three decades, focused on delivering sound design that added energy and pacing to the spots.
Gorton’s brief to Mason was to sound ultra-real, with the end logo similar to the “Transformers” movie.
“Tom wanted bigger-than-life sound, with all the engines having a growling animal sound and quick cuts flying in and out at the end logo,” says Mason.
“Stellar sound mixing and special effects really boil down to your gut feeling,” says Gorton “Mike’s background as a musician gave the team an enhanced understanding of visual pacing, which is so integral to the energy and feel of the spots.”
In the Anthem spot, for example, high speed vehicles race through dirt fields kicking up spirals of dirt, motor boats sluice the water, Ultra 4 cars rear up on their back wheels, and a lone bass fisherman wrestling with his catch on the line.
To capture the thrill of speed and motion in the sound design, Mason used a combination of location, library, and synthesized sounds. In the “Perseverance” and “Family” spots, Mason again punctuates the on screen action with high definition, aggressive effects.
Agency credits: Jacobson Rost: ECD, Steve Simoncic; CD, Tom Gorton and producer, Carla Englof.
Production: DP/Director: Chris Leclerc; editor/colorist, Andy Ramsey of Transit Studios, Chicago; sound design, Michael Mason, EP, David Kaplan, STIR Post Audio, David Kaplan. Music, John Ferreira, Genuine Music.
