Client: Superfeet/thisisnotapipe/Carson Davis Brown
Work: Custom Composition, Post-Production, Mixing, Mastering, Brand Mnemonics
Description: Branding agency thisisnotapipe called on Helio Sound for custom composition for the Superfeet ME3D launch video. Superfeet is a premium insole and shoe insert maker with a focus on customization and innovation. Their new ME3D technology allows the user to visit select retailers and have a computerized scan and gait analysis done in order to create a truly custom ergonomic 3D printed insole. The creative brief called for a video and music that speaks to the optimism, active lifestyle, and wide range of activities of Superfeet’s customers. We teamed up with LA based director Carson Davis Brown to tell the story of the ME3D customization process and communicate Superfeet’s “Technically You” brand ID.
All composition was done to a silent rough cut of the video as a visual guide for the musical development. A half time rising filtered beat was used behind the intro to build tension and minimize distraction from the VO, moving into an upbeat tempo as the VO stops and text overlays continue to tell the story leaving more sonic space for instruments to enter. Developing rhythmic elements and many “stop-start” moments were used in order to work with the dynamic action cuts. The arrangement builds to hard cut slow motion scene and the “break down” half time tempo returns to make room for the VO. An outro/restatement of the melody rides out the optimistic final VO explanation of the ME3D technology.
We composed the brand mnemonics for the final logo prompt. The client asked that each mnemonic stand on it’s own for “Technically You” and “ME3D” for separate use in future campaigns. A full-length video (above) as well as three cut downs of varying lengths for social were provided. Unique condensed musical arrangements and VO edits were used for each cut down. Post-Production of VO, mixing and mastering was provided to bring videos to target loudness for each separate social media platform use.