General Mills
- Video Production
- Motion Design
- Location recording
Working for General Mills UK team, our focus has been on creating UK market social campaigns & adapting Global & European campaigns to fit the unique UK audience & market objectives.
We’ve worked across their brands, including Old El Paso, Nature Valley, Petit Filous & Betty Crocker to deliver digital and social campaigns that drive awareness of new product & line extensions.
PAUL SMITH
- Location recording
- Sound design
- Broadcast mix
World Championship cyclist Ben Savage put the new range of Paul Smith suits to the test at London’s Hauser & Wirth Gallery on a set designed by Sonja Klaus.
Freak provided end-to-end audio services, including location audio on set and post production audio.
PROCESS
We started by composing an electronic music track, crafted from recordings made with a bike to complement the imagery. Director Michael Tamman liked the bike sounds so much that we were asked if we could compose the track entirely of bike sounds. Always seeking a challenge, we broke out the contact microphones and proceeded to create bass drums from hitting the tires with drum sticks, more percussive sounds by recording the chain, gear and brake levers, and drones using the cello bow on the spokes. With this palette of sounds we hit the studio to process our recordings until we achieve the final result, with what sounds like warped vocals singing over the top at the end.
The final composition is composed entirely of bike recordings made in the Freak sound studio and we got so carried away with this one that we even coded our own bespoke software sampler / manipulator, to be released soon, as we couldn’t find anything suitable off the shelf to create what we were hearing in our heads!
Nike
- Location recording
- Sound design
- mix
Freak collaborated with TCO London and Huck Magazine on a series of award-winning films for Nike. These were created to showcase London teens’ commitment, talent and dedication to dance and sport.
The Nothing Beats a Londoner campaign was hailed by one tabloid as one of the best ads ever made. Shot through with feelings of optimism and delight it received plaudits from all parts of the city, from kids on the street to the Mayor of London.
Nike normally uses high profile athletes such as Michael Jordan and The England Women’s Football team but for this campaign Nike chose a different direction, focusing on the city of London and its swathes of determined and passionate young athletes.
By turning the tables and focusing on the reality of sport in London, also using humour and colloquial language, Nike ensures that the ad resonates with its target audience of young, city-dwelling consumers.
We Are London
Avoiding expected cliches the studio design featured recorded interviews and location sound to genuinely capture authentic young Londoners around the streets of Peckham, Stratford and Canning Town.
Post production foley was used during the mix to enhance the visuals and the overall effect instils a sense of real pride in Londoners like ourselves. London is often the subject of criticism around crime, poverty, and homelessness and these inspiring stories shines a light on the positive aspects of the city and its determined and proud young athletes.