CNY 2023 : Sime Darby Property presents 'Make Some Noise Together'

2. Audio Kancils [2.5 Best use of Cultural Insights in Audio]

Links:

Product/Service:

Property

Client:

Sime Darby

Brief:

For Sime Darby Property's 2023 CNY campaign, the brief was to create a music track with sounds associated with CNY. It is also story driven as the video shows the process and preparation that goes into celebrating CNY. The idea is to create something musical with those sounds that follows the progression of the film.

Solution:

We've compiled, recorded and foley sounds according to the storyboard. Since music consists of different instruments, we've treated the sounds as individual instruments to play with. For example, The orange drop at the beginning is used as a Kick Drum and the Snare Drum is when the Aunty catches the orange. We also used plastic bags as Hi Hats. The beat is the foundation of the track and it runs throughout this film. But we also hear ear candies as we processed sounds to be interesting. For example, the love letters snack, hair trimmer, sewing machine, social media sounds, groceries sounds, cooking sounds and also house visiting sounds. We then ended the film with the Lion Dance beat at the background while still maintaining the SFX as the main beat.

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