We Love Jam Studios helps brands TK Maxx and HBF explore and create new sonic directions

WLJ Photo 1 TK Maxx CBDailyBulletin 120418.jpgWe Love Jam Studios has led the music and sound exploration of TK Maxx's 2018 "brand sound flavour"; bubbly, eccentric and fun as well as helping HBF come up with a new sonic refresh.

In collaboration with the agency, 303 MullenLowe, and TK Maxx client, We Love Jam directed the music composition, sound design and voice over 'as one'. This whole encompassing approach allowed the team to create the new effervescent, unique sound flavour that is the TK Maxx Australia brand.

Says Hylton Mowday, composer, We Love Jam Studios: "The 'retro-chic' track is a tip of the hat to Beatnik music of yesteryear, as well as the fun and whimsical Australia of today."

The music is written in the unconventional 5/4 Meter as made famous by Dave Brubeck Quartet's famous "Take 5", however the instrumentation is more "Henry Mancini".

The We Love Jam team used a robin-bird to tie in with the European "pretty" soundscape to support the pretty, bright colours and playfulness of the ad.  After toying with different accents, the voice over read was directed as 'refined' as opposed to 'broad Australian', which perfectly fits with the campaign's sense of European Australiana.  Combined with the whimsical music track, this upbeat sound flavour strongly highlights the TK Maxx brand with their own niche voice in the retail industry.

First cab off the rank is Treehouse, with more campaign spots to follow in the coming months.

WLJ Photo 2  HBF CBDailyBulletin 120418.jpgFor many years, WA's biggest health insurer HBF has had a long relationship with its recognised brand song "Home" by Philip Philips.

With the client and creative agency Cummins&Partners Sydney looking for a refresh of the track, We Love Jam Studios is thrilled to be part of the next phase for the brand.

Says Mowday: "Working with Mandie and Avish on this job was charmingly creative and forward-thinking."

It seemed more appropriate to have the song performed by a female.  The team set out not to create a female version of the song, but a song that is as confident and distinctive as the original.  The lighter voice floats over the narrative of the visuals adding symbolism to the female characters of the story. The sparse instrumentation and simpler vocal arrangement give more tenderness to the story.


Justine Metcalfe said:

Nice one guys!

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