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For Immediate Release
Contact:rolawr@verizon.net (Roberta Lawrence)
audioEngine, NYC, and Mutato Muzika,
LA, Create A New Species of Sound for Samsung Product Launch
Beautiful Picture Inspires Exquisite Sound Design and Artisan Mix
New York City — Fusing a diverse
combination of arcane instruments and digital samples with modern state
of the art digital mixing, audioEngine
and Mutato Muzika created an extraordinary
piece of sound design and score that personify the tone of Samsung’s
Ultra Slim LED 7 roll out, aptly named, “New Species.” The
30-second spot introduces the newest product line from the upscale electronics
manufacturer, the Ultra Slim LED 7, heralded as the thinnest HDTV on
the market, and, as the VO promises, delivers “deeper blacks and
more vibrant colors” Click http://ftp2.audioengine.net/samsung3_30.mov?login=Pickup
to see the spot.
 In
keeping with the creative brief, 1st Avenue Machine (NYC), created a
colorful garden environment replete with exquisite jewel-toned birds,
flowers, trees, and ground cover, all members of seemingly ambiguous
species.
“I knew when I first put these tracks up that it was an
amazing spot,” says Rex Recker, the award-winning mixer at audioEngine
entrusted with the making the audio for “New Species” sparkle
and glisten. “The sounds Mark chose to use in his sound design
are truly unusual. How many times does a super karana or a Marx Chartola
Grand come across my console? This spot was a creative tour de force
of animation and sounds—it’s a stand out.”
Mark Mothersbaugh, former Devo band member and owner of Mutato
Muzika, LA, remembers the original request from the client as being
for a non-musical score.
 “But
when I started seeing how beautiful it was, the music got a little more
beautiful to go with it,” he recalls. “It evolved into a
cross of sound design and music.”
Inspired by the new species theme of the campaign, Mothersbaugh
was moved to create sounds “unlike any others.” He invented
many of them by using a combination of rare and quirky instruments,
which he collects, and Delay Designer Plug-In. One of the arcane instruments
he chose from his personal collection of rare “instrumentalia”
included a Marx Chartola Grand, which he estimates dates back to WW1,
and has what he describes as a “struck sound.” Another choice
was an Indian instrument called a super karana, which he likens to an
Indian banjo. Mothersbaugh used the super karana on a score he did for
director Wes Anderson’s film “Bottle Rock” as well.
He describes it as having “very thin strings close together, and
looks like a dulcimer at first, but then there’s a keyboard that
sits on top of strings.”
 “I
used the Chartola Grand in the sound design for the fantastic bird-flower—the
humming flowers. There are string sounds which I then put into a sampler--the
Dialogic plug in. It creates beautiful and interesting sounds.”
“This spot was a real pleasure to work on,” comments
Recker, who recently won a Telly for his audio work on Coke’s
“Inside the Happiness Factory: The Documentary.” “Visually,
it was a miniature movie and the score Mark created was a perfect 30-second
symphony.”
Credits:
Agency: Cheil Worldwide
Joe McDonagh- Worldwide Creative Director, Cheil Worldwide
Tom Kane- Creative Director, Cheil USA
Drew Lippman-Senior Freelance Producer, Cheil USA
“Production Company: 1st Avenue Machine, NYC
Director: Arvind Palep
Producer/HOP: Hae-Sook Song
Assoc. Producer: Crystal Campbell
Post/CGI: 1st Avenue Machine, NYC
Music: Mutato Muzika , Los Angeles
Executive Producer: Robert Miltenberg
Composer: Mark Mothersbaugh
Associate Composer: John Enroth
Audio Mix: Rex Recker, audioEngine, NYC
About audioEngine
– Since opening its flagship facility in
New York City in 2001, followed by audioEngine West in Phoenix in 2004,
audioEngine has earned its reputation as a leader in the audio postproduction
market. The magic formula for this success – the ability to deliver
a full range of superlative creative services to the advertising, broadcast,
and film industries. Featuring eight show place mixing rooms, and an
all-star roster of award-winning mixers, sound designers, and composers,
audioEngine prides itself on delivering topnotch creative audio in a
relaxed and efficient client-centric atmosphere. The flagship facility
at 817 Broadway in New York City spans two floors totaling a generous12,000
square feet of studio space and six studios. Capabilities include mixing
for all Dolby formats, complete radio production, custom music, and
sound design. audioEngine is led by partners Bob Giammarco, Tom Goldblatt,
Rex Recker, and Brian Wick. The roster of senior mixer/sound designers
features Rob DiFondi, Kelly Harnett, Carl Mandelbaum, Hillary Kew Martell,
and composer Jason Camiolo.
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