The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Sound Design
Annual ID
OS23_MS058M
About the Work
2021 was the deadliest year on record in the U.S. with 44,994 deaths. But the trauma of gun violence doesn’t end there. Survivors are haunted by the mental health impact every day.
To reach a population desensitized to gun violence, we needed to make that trauma visceral. People needed to not just hear these stories, but to feel them. We created a chilling horror story and truly immersive audio experience. On June 3rd, National Gun Violence Awareness Day, we hijacked the popular, "Disturbed: True Horror Stories" Podcast, surprising listeners with a different kind of terror.
Advanced sound design brought this scary story to life with over 250 foley channels, spatial mixing techniques, and the frequency of fear (below 19 Hz). Contrasting moments of silence and peaks of volume created jump scares and built tension, while alternating ethereal and grounded sound design made the horror story sound all too realistic. In addition, muffled sound effects and reverbs were expertly used in the survivor’s flashbacks, while atonal distortions and abstract textures made the listener disorientated and uncomfortable.
This effect was amplified through piano textures, waterphones, and a deconstructed soundtrack. But this wasn't just another scary story—it's a story inspired by a real shooting that left a teenager emotionally and physically scarred. We concluded the podcast by encouraging listeners to get involved at ChangeTheRef.org as well as providing emotional support resources at SurvivorsEmpowered.org. Ultimately, listeners weren’t just haunted—they were moved to take action.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Grey / New York
Music / Sound Production Company
Canja Audio Culture / Sao Paulo
Chief Creative Officer
Tim Jones
Creative Director
Erica Gale
Lindsei Barros
Olivia Peet
Group Creative Director
Guy Bricio
Josh Eastman
Laura Potucek
Ron Lewis
Account Manager / Executive Producer
Nessa Mafra
Art Supervisor
Kaio Mendes
Music director
Lucas Sfair
Music Director / Music Supervisor
Eduardo Karas
Music Supervision / Audio Production / Sound Design
Leonardo Lima
Music Supervisor / Audio Producer/ Sound Designer
Bruno Vieira Brixel
Project Coordination
Flavia Medeiros
Matheus Peres
Project Coordinator
Ana Flor Bohrer
Senior Project Manager
Joey Scarillo
SVP Account Director
Elizabeth Gilchrist
Worldwide Chief Creative Officer
Javier Campopiano
Related Awards
