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The Commercial Music Company Composes Upbeat Instrumentals and Lyrics with the Artist-Driven, Edgy, Sound of a Commercial Song Crafted to Capture the Attention of the Brand’s Target Market

Audiocastle recently delivered the music for the new Acuvue Contact Lenses’ broadcast and integrated campaign, ‘Be Free, Be You.’ Composers Adam Robl and Shawn Sutta collaborated with songwriter/vocalist Gabriela Ferrer on the tracks, delivering instrumentals and lyrics with a contemporary commercial sound for two :60 spots and six :20 versions - virtually overnight.

“At the 11th hour the client decided that the music initially composed for the commercials fell short of their vision,” says Sutta. “Audiocastle was contacted on a Sunday and presented with the seemingly impossible task of coming up with a new concept, composing, and recording an artist-driven style of music that traditionally takes multiple sessions to create.

Directed by Marcos Mijan, the spots feature active, motivated young people in fast-paced visual stories. Rather than use stock music, or brand-driven tracks the production team wanted the music to sound like songs released by a recording artist, with the vibe of tracks young adults might have on their playlist.

The agency consultancy, Mint MENA, and the team at Camouflage Productions crafted an engaging series of high-energy visuals colored with a pop-culture, stylized look that holds the attention of Acuvue’s target markets. Audiocastle was tasked with creating songs with a musical aesthetic that draws young adult viewers into the compelling spots.

“We love creating music, accomplishing ambitious goals, and feeding off the energy of a talented team that delivers world-class content,” adds Sutta. “Gabriella, a talented songwriter, cleverly wove the lyrics and melodies together for these spots. Collaborating with her was one of the keys to successfully creating music that met – and exceeded - our client’s expectations.”

Looking beyond the product, Ferrer focused on a bigger, universal message, with a raw, contemporary sound - and an inspirational takeaway. The broad points touch on the power of seeing, looking at the world around you – viewing each moment and having the freedom to live life to the fullest.

Robl and Sutta began composing the music, blending bass, electric guitar, drums, and synths with Ferrer’s impassioned vocals. The next morning, they deliver original tracks that captured the sound of an artist-driven song with the retrospective, personal feel the client wanted.

The live performances were recorded at Audiocastle's studios utilizing a select mix of equipment including, a Neumann CMV 563 vocal microphone, 1957 Gibson Les Paul Jr guitar, 1969 Fender p bass, 1949 Fender Deluxe Amp, Gordon Mic Preamp, Nagra IV-s tape machine, Manley Variable mu compressor, and an API 2500 Compresso/r.


The campaign's spots, ‘Acuvue Vita,’ targeting a young, hip demographic, and ‘Acuvue 1-Day Oasys,' with a message tailored to young professionals, are currently broadcasting throughout Asia and on multiple online platforms.

About Audiocastle:
Audiocastle is a music and sound company dedicated to providing advertising agencies with innovative original music tailored to strengthen the connection between brands and their target markets. Music crafted by its ever-growing curated collective of composers and lyricists is featured in commercials for high-profile companies, such as Patron Tequila, American Express, Microsoft, DHL, Corona, Nature’s Way, Ford, Acuvue, and Dole Food Company.

Co-founders Robl + Sutta share a passion for composing music for cinema that brings a fresh perspective to branded content. Audiocastle builds on the reputation they've earned composing compelling scores for films such as, 'Before the Fire,' 'Grasshoppers,' 'Late Life,' 'Uncle John,' 'Boniato,' 'Omniboat,' and 'Poser' - featured at major festivals, such as SXSW, Tribeca Film Festival, Sundance, and DOC NYC, and currently streaming on Showtime, Netflix, Hulu, and Amazon Prime and Apple TV.

While music remains at Audiocastle’s core, its recent partnership with a top-tier audio postproduction company provides agencies with the option to take advantage of a one-stop approach to all things sound – from original music, sound design and mixing through finishing - in any format. The streamlined approach provides clients with a seamless resource that maximizes efficiency and cost-effectiveness - leaving more time to push creative boundaries and deliver sonic experiences that exceed expectations - while meeting tight deadlines.

Audiocastle's studios are located in Miami, Los Angeles, Chicago, New York City, and Nashville. For more information visit audiocastlestudio (dot) com, call (310) 999-5949, or email info (at) audiocastlestudios (dot) com.

CREDITS:
Brand: J&J Vision - Acuvue Contact Lenses
Campaign: ‘Be Free, Be You’
Titles: 'Be Free Be You - Acuvue Vita,' 'Be Free Be You - Acuvue 1-Day Oasys’
Lengths: Two :60s, Six :20s
Release Date: September 2021
Platforms: Integrated Campaign: Broadcast, Online Platforms

Advertising Consultancy: Mint MENA
CEO: Joseph Makhoul
Managing Director: Dolly Saidy
Sr. Production Consultant: Diana Jebally
Creative Director: Ali Mokdad

Production Company: Camouflage Productions
Executive Producer: Dania Salha Quaglio
Postproduction Producer: Khalid Jabal
Director: Marcos Mijan
Cinematographer/DP: Jose Luis Bernal

Music Company: Audiocastle / Miami | NYC | LA | Chicago | Nashville
Composers: Adam Robl
Composer: Shawn Sutta
Lyricist/Vocalist: Gabriela Ferrer

Recording Studio: Audiocastle

Editorial Company: Cold Cutz
Editor: Neda Zag

Color Correction: Didrik Brathen.

VFX / Animation Company: Gimpville
VFX Producer: Torgeir Sanders
Animator: Vibeke Cleaverley Rodriguez
Compositors: Mattis Gaston Larsen, Torbjorn Nymark, Carl Tollefsen
Lighting and render: Asbjorn Jenstad

Audio Postproduction Company: Soundstruck Studios