Plenity’s new campaign with The&Partnership embraces fresh motivation
Sonic Union provides the audio to match.
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New campaign introducing Plenity to customers by The&Partnership with support from Sonic Union.
Who Said is an upbeat and playful spot that embraces the notion that you can enjoy life at its fullest and also lose weight.
To complement the buoyant narrative, Sonic Union was approached by The&Partnership for a full suite of sonic solutions – music, sound, and audio.
The spot is a clap back to the idea that you can’t dine out, have fun, or wear certain things while trying to lose weight. It says who cares to the nay-sayers and yes to moving forward with enthusiasm.
Credits
powered by
- Agency The&Partnership/Los Angeles
- Production Company MJZ/USA
- Director Hoffman/Metoyer
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Credits
powered by
- Agency The&Partnership/Los Angeles
- Production Company MJZ/USA
- Director Hoffman/Metoyer
- Music/Sound Design/Audio Post Sonic Union
- Sound Designer Rob Ballingall
- Mix Engineer Paul Weiss
- Executive Creative Producer Halle Petro
- Music Supervisor / Music Producer Justin Morris
Credits
powered by
- Agency The&Partnership/Los Angeles
- Production Company MJZ/USA
- Director Hoffman/Metoyer
- Music/Sound Design/Audio Post Sonic Union
- Sound Designer Rob Ballingall
- Mix Engineer Paul Weiss
- Executive Creative Producer Halle Petro
- Music Supervisor / Music Producer Justin Morris
To find the perfect track, Sonic Union provided in depth music consultation and explored options that encompassed music supervision and custom original composition.
LA-based composer Kevin J. Simon, who worked closely with the Sonic Union team in New York, discusses how he approached the music that became the featured track in Plenity’s inaugural campaign.
“The first thing I do is to try a tempo that supports the edits; something that is well-paced and brings everything together in a way that feels effortless,” Kevin explains. “Here, the beat was a consistent anchor throughout the creative exploration with the agency and client. It’s a track that is infused with optimism and brightness, and was really a joy to create.”
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