The brief
Earlier this year I was approached to provide full audio branding services, including bespoke music and sound design, on a promotional campaign for the artifical intelligence company PEAK AI. The company was about to launch their brand new product DECISION INTELLIGENCE and were keen to create video assets which befitted a tech company operating at the cutting edge. During the briefing stage, the client had a definite idea of how they wanted the material to sound, and the same words kept cropping up:
“Cool, Rebellious, High-Energy, Attitude, Huge!”
It was obvious I’d have to bring out the big guns on this one as PEAK weren’t messing about! And why should they? In the world of AI they’re major players. They’ve successfully secured major investment, won countless awards for their products and, as a company, secured a client base of household names and employed more than 100 people across 6 offices. Not bad for a company only 6 years old!
DECISION INTELLIGENCE is their latest and greatest tool aimed at helping customers harness the power of AI for their business, from sales and engagement to supply chain logistics.
I was chuffed to get the opportunity to work with them on the DECISION INTELLIGENCE promo campaign. My regular collaborators KOALA would be producing and animating the video assets, and they absolutely smashed it! Taking inspiration from adverts for other tech brands such as APPLE and SAMSUNG, the visuals really pop. We worked closely to get the synergy between the visuals and the music spot on to give the ads the energy and trajectory the client was looking for.
Making the audio “pop”
Early discussions with the client about the music direction were really easy as it just so happened that two of the senior PEAK execs had been DJ’s before founding the company. They know music and they knew roughly where they wanted the music for DECISION INTELLIGENCE to sit stylistically. Their DJ’ing background was in hip-hop, techno, drum n bass and dubstep, and they wanted to bring the club-ready essence of those styles to the music for the campaign. I was more than happy to oblige!
I made the decision to go down the route of the trap genre, as in my mind it’s a style that embodies many of the elements the clients were keen to include. It has the attitude of hip-hop, the energy of drum n bass, the cool of techno and the weight of dubstep. PEAK were fully on board with that and I set to work producing what has become…
Poppin’
I’m so happy with how the track turned out. It’s got that driving, skipping beat, weighty, subwoofer-pumping bass, glitchy synth lines, scratchy sampled strings and some ear-worm vocal chops to top it all off. I don’t get many projects where the brief calls for music like this so it was a breath of fresh air.
It was a really fun project to work on all round, with the music and sound being so integral to the final product. KOALA did a wonderful job with the animation and PEAK were really thrilled with what we came up with. The ads are live now across YOUTUBE, INSTAGRAM and their own website. Be sure to check them out, and if you’re looking for similar services for your next project, please do GET IN TOUCH and we can make it happen.