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Category
Original Music / Score
Annual ID
OS22_MS005G
About the Work
Rhythm of Denim showcases an innovative approach to making a brand film, rooted in creative partnership and collaboration. Diverting from the traditional process of tailoring the soundtrack to the finalized film, composing the music for this piece involved closely working alongside the director, the dancers, and the choreographer, this synergy of mediums coming together in perfect balance to create a fully immersive experience.
Rhythm of Denim captures an artistic interpretation between two world class tap dancers - expressing themselves without the use of language, through dance and the music that surrounds them acting as dialogue and with denim as their uniform. With no use of words, the music played a central role to this story, which had to be reflected in the creative process.
Music stood at the origin of the project: as a first step, a reference beat was created, inspired by the Phil Collins - Chester Thompson drum duets. The choreographer used this initial beat, developing and setting the choreography to it. Once the choreography was ready, the process went back to the music team, where the actual score was composed based on the recording made of the dancers. Only then did the shooting of the campaign begin. Finally, the foley tapping sounds recorded with the dancers during the shoot were implemented into the score to achieve the perfectly synched result. This back-and-forth strategy is a testimony to the ultimately collaborative, interdisciplinary nature of this project.
While in most cases music serves a secondary purpose, accommodating a story and video material that has already been realized beforehand, Rhythm of Denim proposes a radically different approach: one where the sound is primary to the story and, therefore, to the creative process itself.
Rhythm of Denim captures an artistic interpretation between two world class tap dancers - expressing themselves without the use of language, through dance and the music that surrounds them acting as dialogue and with denim as their uniform. With no use of words, the music played a central role to this story, which had to be reflected in the creative process.
Music stood at the origin of the project: as a first step, a reference beat was created, inspired by the Phil Collins - Chester Thompson drum duets. The choreographer used this initial beat, developing and setting the choreography to it. Once the choreography was ready, the process went back to the music team, where the actual score was composed based on the recording made of the dancers. Only then did the shooting of the campaign begin. Finally, the foley tapping sounds recorded with the dancers during the shoot were implemented into the score to achieve the perfectly synched result. This back-and-forth strategy is a testimony to the ultimately collaborative, interdisciplinary nature of this project.
While in most cases music serves a secondary purpose, accommodating a story and video material that has already been realized beforehand, Rhythm of Denim proposes a radically different approach: one where the sound is primary to the story and, therefore, to the creative process itself.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
The Family / Amsterdam
Production Company
HALAL / Amsterdam
Music / Sound Production Company
Sizzer B.V. / Amsterdam
Composer
Mark van Bruggen
Director
Paul Geusebroek
Director of Photography
Menno Mans
Editor
Brian Ent
Executive Creative Director
Ed van Bennekom
Joris Kuijpers
Executive Producer
Job Sanders
Gijs Determeijer
Music Supervisor
Rachel Tauwnaar
Producer
Julia Llamas
Vanessa Janssen
Account Director
Louise Mathlener
Choreographer
Jack Evans
Dancer
Kamira Samuel
Lee Howard
Executive Music Producer
Michiel Marsman
Executive Music Supervisor
Sander van Maarschalkerweerd
Grading
Laurens Orij
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