ADC Awards
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Category
Craft in Motion / Film / Use of Music / Sound
Annual ID
ADC103_MOT016S
About the Work
In this brand film for Tangerine, we imagine annoying complications – bloated processes, unnecessary steps, and janky user experiences – as literal hoops to jump through.
Canadians hop their way through this world full of hoops until they discover some reprieve: a bank with no hoops to jump through.
Capturing this world in a piece of music was a challenge.
A bleak song, describing a bleak world, would have been easy - but it also would have been wrong. Because being made to jump through hoops is a nuanced feeling.
On one hand, it’s absolutely awful. On the other, you’re constantly being cheered on by those asking you to jump: “this is totally normal” and “you’re almost there” and “it’s just part of the process!”
Our composer used that insincere cheeriness as the foundation to a piece of music, and then crafted it to our spot. They made the song repetitive, like our world – and then gave it a build to match our hero’s frustrations. Ultimately all these elements come together to create the perfect score to the viewer’s journey.
Canadians hop their way through this world full of hoops until they discover some reprieve: a bank with no hoops to jump through.
Capturing this world in a piece of music was a challenge.
A bleak song, describing a bleak world, would have been easy - but it also would have been wrong. Because being made to jump through hoops is a nuanced feeling.
On one hand, it’s absolutely awful. On the other, you’re constantly being cheered on by those asking you to jump: “this is totally normal” and “you’re almost there” and “it’s just part of the process!”
Our composer used that insincere cheeriness as the foundation to a piece of music, and then crafted it to our spot. They made the song repetitive, like our world – and then gave it a build to match our hero’s frustrations. Ultimately all these elements come together to create the perfect score to the viewer’s journey.
2024 Awards
Total Points: 21
Silver Cube
Credits
Agency
Rethink / Toronto
Media Agency
PHD Media
Client
Gillian Riley
Nicole German
John Rocco
Brittany Wilson
Jaime Shulman
Matthew Bennett
Client / Brand
Tangerine
Production Company
Opc
MJZ
Music / Sound Production Company
Vapor Music / Toronto
Post Production Company
Nimiopere
Color Collective
Artjail
Sismica Studio
Chief Creative Officer
Aaron Starkman
Mike Dubrick
Chief Strategy Officer
Sean McDonald
Creative Director
Randy Stein
Director
Nick Ball
Director of Photography
Daniel Landin
Editor
Graham Chisholm
Executive Producer
Isil Gilderdale
Julie Axell
Claudia Guevara
Bobbi Dedman
Producer
Lauren Sloan
Kat Stewart
Edith Cayer
Strategist
Derek Mollenhauer
Writer
Karine Doucet
Assistant Editor
Griffin Stobbs
Associate Creative Director / Art Director
Max Bingham
Associate Creative Director / Copywriter
Brendan Scullion
Audio Creative Director
Ted Rosnick
Group Strategy Director
Crystal Sales
VFX Supervisor / Creative Director
Steve Mottershead
3D Artist
Kevin Cruz
3D Supervisor / Compositing
Jorge Granados
Account Director
Megan Christopher
Account Manager
Yuvan Duraibabu
Assistant, Planning
Zeynep Soydan
Colourist
Alex Bickel
Director of Broadcast Production
Nadya MacNeil
Director, Planning
Sara Wilkinson
Group Account Director
Scott Millson
Group Business Lead
Amanda Dornan
Head of 2D
Andres Kirejew
Head of 3D
Gene Dresser
Head of Broadcast Production
Steph Walker-Wells
Line Producer
Max Brook
Manager, Planning
Riley Dawson
Post Production Technical Supervisor
Oliver De Dante
PR Lead
Meredith Montgomery
VFX Producer
Asdrúbal Rivera
Hector Vargas
VFX supervisor
Miquel de Hoyos
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