Sonixphere and SapientNitro Partner for RAM Trucks
Award-Winning Sonic Shop Creates Audio Theme Customized to Tell 4 Tales for Web Package
January, 2013—Sonixphere, the globally-connected resource for everything related to music and sound, recently scored a package of webisodes for SapientNitro, Boston and Miami, and Rogue Producer, Rob Farber. Heralding the rollout of the new 2013 Ram models, the 4- to 6-minute web-tales are set at a state fair in Texas where Chrysler unveils the new trucks and affords current Ram owners the opportunity to chat with a Ram expert.
“These loyal Ram customers spend a lot to time in their trucks and depend on them to earn a living as well as for fun, “says Sonixphere CEO and Creative Director Greg Allan. “To highlight both the differences and similarities between these four Ram owners, we composed a theme and then modified it to reflect the four personalities.”
The package consists of four webisodes, two in Spanish and two in English. The melodic guitar-driven tracks were composed by different Sonixphere composers and reflect a Southwestern feel. By scoring each piece to film, the music is dynamic and complements the story of each man’s life from a Ram owner’s point of view.
“The music contributes beautifully in bringing out the unique personalities of the featured Ram owners yet maintains a synergistic musical campaign feel,” says producer Rob Farber. “Each score moves the story forward, and all of Sonixphere’s instrumental choices were spot on, felt organic and unforced. The orchestrations added to the documentaries’ authenticity.”
”This project was a challenge both creatively and financially,” adds Farber. “Greg gave us many musical choices—above and beyond just the standard ‘Cowboy Rock’ genre—and listened to our collective feedback. He ‘plussed’ the work with each revision.”
“This was a unique project,” agrees Allan. “From the work we do for TV shows, we are adept at scoring longer pieces such as webisodes and films. Our commercial work has made us great at bringing musical ideas to clients and getting jobs done at breakneck speed. This job called for both!”
“The agency and client were very happy with the music,” Farber says. “We look forward to our next adventure together.”