Wet n Wild Clingy Primer - Music Supervision Case Study
Davies Aguirre
Music Direction: Josh Kadish
Music Supervision: Davies Aguirre, Penrose Audio
Brief
"The goal was to find a track that matched the playful, Gen Z-targeted vibe of the Wet n Wild Clingy Primer campaign. The music needed to feel upbeat, fun, and energetic, amplifying the comedy and relatability of the visuals while staying concept-driven"
Steps Taken:
Understanding the Concept:
Collaborated with the creative team to fully grasp the campaign’s comedic and youthful tone, focusing on its sticky, quirky theme.
Curating the Music:
Researched tracks inspired by the energy of artists like Doja Cat (“Kiss Me More”) and Dua Lipa (“Don’t Stop Now”), looking for upbeat, catchy beats that evoke excitement and fun.
Decision to Create a Custom Track:
Instead of licensing an existing track, we decided to create an original piece of music. This approach allowed us to align the sound perfectly with the campaign’s vision, providing a unique auditory identity while avoiding creative limitations.
Crafting the Track:
Designed a custom track inspired by the energy of artists like Doja Cat and Dua Lipa but with added excitement and originality. The track combined upbeat beats, modern pop elements, and quirky transitions to perfectly complement the visuals.
Custom Sound Effects:
Developed sticky, jelly-like, and Velcro-esque sound effects to emphasize the campaign’s concept. These effects were layered seamlessly with the music to accentuate comedic moments, like the model’s dramatic reaction at the 7-second mark.
Audio Syncing and Refinement:
Synchronized the custom track and sound effects with the visuals, ensuring every beat and sound enhanced the energy and flow of the animation. Added swooshes and transitional audio to tie everything together.
Custom Sound Effects:
Designed sticky, jelly-like, and Velcro-esque sound effects to emphasize the campaign’s concept and add depth to comedic moments.
Audio Syncing and Refinement:
Synchronized the selected track and sound effects with key visual moments, such as the model’s surprised reaction at the 7-second mark. Enhanced transitions with swooshes and wind sounds to ensure a polished and cohesive flow.
Result:
The final music and sound design created an engaging and dynamic campaign, blending playful music with quirky sound effects to amplify the brand’s identity and connect with its target audience.
This project demonstrated how concept-driven music supervision and sound design elevate a campaign’s impact and storytelling.
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Posted Jan 9, 2025
Crafted a fun, upbeat soundtrack with custom sticky sound effects, enhancing the campaign’s playful Gen Z vibe.
