The Martin Agency Turns To Expansion Team For First ESPN Campaign
For The Martin Agency's, Richmond, VA, first campaign for ESPN - an on-going campaign spotlighting the network's college basketball schedule entitled 'The Bracket Beyond The Bracket'
By: Ray Ecke/Right Word Media
For The Martin Agency's, Richmond, VA, first campaign for ESPN - an on-going campaign spotlighting the network's college basketball schedule entitled 'The Bracket Beyond The Bracket' -- the company turned to award-winning music/sound design/licensing house Expansion Team to create a signature track that would both capture the stadium energy of a typical college basketball game and also provide a recognizable audio signature for the long-term campaign.
Expansion Team responded with an original track from producer/composer The G:neus (aka Mike Genato) that deftly meshes a hip-hop groove with the kind of foot-stomping rhythm heard from the stands at most college sports events. Adding to the audio ambience was Expansion Team sound designer Jesse Peterson, who created a unique palette of basketball inspired sound design to heighten the energy and realism of the campaign.
"The Martin Agency was looking for big stadium energy that didn't go anywhere near obvious clichés like college band drumlines or epic sports themes," said Alex Moulton, Expansion Team's creative director. "We all agreed on a hip-hop direction. We offered several possible directions, but it all cycled back to a track by The G:neus called 'Dust' that we initially gave to production/design house EyeballNYC, New York, who created the visual look of the campaign, for their pitch."
Visually the spot combines 3D animation of a college bracket system - usually seen during March Madness - hovering like a web of constellations in outer space. Various animated lines of the brackets branch out and point to exciting game footage promoting the particular night's match-ups.
"Audio-wise the track sounds massive, with layer upon layer building on this simple foot-stomp pattern," notes Moulton. "Moreover, this campaign is a great example of what makes Expansion Team unique in the world of music and sound design for advertising. The G:neus isn't a 'jingle writer,' he's a recording artist with success on his own as a hip-hop/R&B producer and his drum n' bass project Mathematics. Because of our unique structure, we provide agencies like The Martin Agency a means to tap into a whole other world of creative possibilities beyond what typical audio houses provide. It's what makes Expansion Team unique and why this campaign sounds like no other ESPN campaign before it."
About Expansion Team:
Expansion Team redefines how music can be created for today's media by building a bridge between the recording, TV, film and advertising industries. They know the importance of a successful brand message and focus on creating impassioned brand aficionados. Led by founder and creative director Alex Moulton and executive producer April Jaffe, Expansion Team is supported by an exceptional roster of talent; an international collective of award-winning producers, songwriters, DJs and remixers. Because they work in studios around the world, an additional network of top session players and vocalists have become part of their growing family. For more information check out: http://www.expansionteam.org.
Click here to view ESPN "Beyond The Bracket" spot
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Click here for more info about The Martin Agency:
Project: Beyond The Bracket college basketball campaign
Airdate: February 2008
Agency: The Martin Agency, Richmond, VA
Mgmt Sup.: Steve Sanders
Sr. Accnt. Exec.: Chris Carlton
Art Director: Kevin Ragland
Copy Writer: Sara Grunden
Producer: Brian Camp
Asst Producer: Rebecca Gricus
Music/Sound Design: Expansion Team, New York
Creative Director: Alex Moulton
Composer: The G:neus
Sound Designer: Jesse Peterson
Executive Producer: April Jaffe
Creative Director: Limore Shur
Head of Production: Mike Sullo
Producer: Erica Hirshfeld
Editor: Thomas Downs
Assistant Editor: Brian Douglass
3D Animator: Vi Nyugen, Dimitri Luedemann
Designer: Mara Smalley