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Follow on Google News | Expansion Team Feels “Pretty” For New Verizon Wireless Android SpotFrom the opening drum loop and chainsaw distorted power chords, it’s clear from the get-go that the ad “Pretty” is an attention-getter. That’s due in no small part to the score created by music/sound design house Expansion Team.
By: Right Word Media, Inc ''mcgarrybowen came to use because they wanted music that would feel authentic in much the same way they’re positioning the phone itself,'' Alex Moulton, Expansion Team’s Creative Director says. “They needed it to sound like something you’d hear in some trashy Lower East Side club at 3 am. And that’s definitely our scene.'' Moulton brought in composer Eric Stamile to create the score. A highly regarded producer/remixer who’s worked with such artists as Janet Jackson, Korn and cee-lo (of Gnarls Barkley), as well as other TV campaigns with Expansion Team, Stamile immediately focused on the swinging anthem rhythm that propels the spot. ' ''The most challenging aspect for me was trying to get the exact right guitar tone,'' Stamile says. ''The agency wanted something that didn't sound perfect and polished -- it had to have a rawness to it, almost emulating early 80's punk guitar performances. The track needed to feel modern and forward thinking, yet rooted in traditional rock.'' ''Pretty'' begins with a robotic voice saying ''droid'' followed by a retro drum loop and razor-distorted guitars that play against visuals of three people starring hypnotically at a cell phone behind a glass case. A no-nonsense voice-over asks, ''Should a phone be pretty, should it be a tiara-wearing, digitally clueless beauty pageant queen?'' From there it moves into a visual collage of surreal, often ironic images (a buzz saw through a ripe banana is not something you see every day) that perfectly illustrate the deadpan voiceover copy. ''Expansion Team’s vision and tenacity solved a tough creative brief under an incredibly tight time line -- Alex and co. truly delivered,'' says Jerry Krenach, Director of Music Production, mcgarrybowen. 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 Web Resources: Click here to see Verizon Wireless/Google Android “Pretty”: http://www.expansionteam.org/ Click here for more info about Expansion Team: http://www.expansionteam.org Verizon "Pretty" Credits: Client: Verizon Wireless Project: "Pretty" (:30) Agency: mcgarrybowen, New York Executive Producer: Suzanne Crowe Executive Creative Director Managing Partner: Mark Koelfgen Executive Creative Director: Warren Eakins Art Director: Michael Cannova Copywriter: Tiffany Smith Director of Music Production: Jerry Krenach Acct Managing Director: Tom Sewell Director: Lee Roth Production Company: Park Pictures, New York Director: Benzo Theodore Executive Producer: Jackie Kelman Bisbee Supervising Producer: Mary Ann Marino Line Producer: Ron Consentino Music House: Expansion Team, New York Creative Director: Alex Moulton Composer: Eric Stamile Executive Producer: April Jaffe Editing House: Beast, New York Editor: Adam Schwartz Asst Editor: Rebecca Beluk Executive Producer: Valerie Petrusson Producer: Ann Martini Post Production/Visual Effects: A52, Santa Monica Executive Producer: Jennifer Sofio VFX Producer: Jenny Bright VFX Supervisor: Patrick Murphy Telecine: Moving Picture Company, Santa Monica Colorist: Mark Gethin End
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