Fluid Composes Score for Intel Campaign

McCann Erickson, a Manhattan-based ad agency, tapped Fluid, a music and editorial studio also in NYC, to compose original scores for a new Fall Intel campaign for its Intel Centrino chip.
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Seal croons for an Intel campaign

McCann Erickson, a Manhattan-based ad agency, tapped Fluid, a music and editorial studio also in NYC, to compose original scores for a new Fall Intel campaign for its Intel Centrino chip.

The spots feature actors John Cleese, Lucy Liu and Tony Leung; singer Seal; pro skateboarder Tony Hawk; and soccer star Michael Owen. Developed through McCann Erickson, the campaign, which includes four :30s and seven :15s, launched nationally September 26, 2005. The Tony Leung spots are in both Cantonese and English and began airing in the Asia Pacific region on the same day.

The Fluid collaboration of composers Andrew Sherman and Judson Crane created the overall tracks and tag music. “Each of the celebrity vignettes are different—some have music and some do not,” explains Fluid producer Brad Stratton. “The key for FLUID was creating pieces that were strong enough to stand as musical underscores and then gracefully exit as the next vignette began. For example, there is a light Parisian café track which goes under Tony Hawk that has a punctuated ending which feathers nicely into Seal’s segment in which he sings one of his tunes.“ Executive producer David Shapiro and music producer Brad Stratton round out the Fluid team.

The final audio mix was engineered at Sound Lounge (NYC) by mixers Philip Loeb and Rob Sayers.

Visit www.fluidny.com for more information.