Brand Film Sound Identity

We are developing our workflow to provide the best solution. We propose discussing marketing concepts (brand identity, target audience, message, objectives, etc.) to facilitate dialogue with the project’s stakeholders. This is a step-by-step, collaborative process carried out hand in hand. Extensive research and benchmarking are conducted in advance to develop a meaningful musical recommendation. The recommendation consists of excerpts from commercial music, film scores, or advertising music. We work daily with a database to find the right references. It is based on this recommendation that we carry out the creative work of music production.

A creative brief: We gathered input from the director, who knows the brand very well. A highly strategic recommendation: Following a workshop where we listened to musical references selected in collaboration with the communications team, we agreed on tracks that sound contemporary, pop, and dynamic. A varied production: a guitar with a hook (a catchy sequence) followed by piano to set the stage for a very familiar pop sound. At the 1-minute mark, the music shifts to a more energetic style, inspired by disco. Each segment of the film is thus structured by the music, which evolves in sync with the storytelling’s messages. The music was created based on the narrator’s voice to structure the musical narrative.

A clear brief: the desire for a playful, colorful, lively, and optimistic film. A recommendation that wasn’t so clear-cut: a proposal to focus on modernity and innovation, based on industry benchmarks and the brand’s positioning. The initial recommendation was based on the electro genre. An unexpected turn of events: after the delivery of v1, the communications department decided to move away from the electro genre (innovation) and refocus on rock (humanity, joy). In just one day, we managed to pivot by starting with a new reference track. The music was produced for the video—which had already been finalized and edited—based on the reference track.

A crystal-clear brief : The director had a firm grasp of the film—a manifesto on the journey of energy that reflects the company’s vision and values. A rock-solid recommendation: a 30-page keynote to clearly explain the strategic choices behind the sound identity and facilitate communication during post-production. A musical narrative mapped out well in advance. An electrifying sound identity: an innovative electronica soundscape centered on connections, expertise, and excellence. Sound design that brings the locations and the deployment of polygons to life. The electric sensation is orchestrated by a precise selection of analog synthesizer sounds. The music was produced based on an animatic video.

A basic brief: a very simple brief—to showcase the unique features of Crédit Agricole’s IT Group Infrastructure Platform division. A minimal recommendation: after thoroughly reviewing the website and analyzing the sector’s musical branding, we settled on three Futur Bass tracks, which were immediately approved by the client. An innovative production: creating surprises to capture attention. Changes in rhythm to refocus attention. Above all, create a unique visual universe to define the identity of both the company and the motion design. 

A brief in the works: the need for a film that conveys the values of the railway federation and its universal nature. A collective recommendation: a listening workshop with the communications department helped identify concepts that became fundamental to the sound identity. The concept of “breath” also greatly influenced the musical composition. A modular production: The sound identity consists of four distinct musical sequences to effectively structure the film. Each sequence evokes its own emotions. They were delivered to the editing team and refined in the final stages of the project.