Sound Foundation, the original music and licensing company led by Executive Producer/Music Supervisor Vasili Gavre, has been keeping the music cranked thanks to two new comprehensive ad projects: an international, multimedia campaign for Calvin Klein One called "Underwear," featuring an array of licensed tracks; and a new Victoria Secret ad called â€œIncredible,â€? directed by Michael Bay, featuring the track â€œGet Someâ€? by hot new Atlantic Records artist Lykke Li, featured on the current cover of Spin Magazine.
â€œFor both of these projects the challenge was all about finding the right songs,â€? Gavre says. â€œThereâ€™s so much music out there, but the more we work with our clients, the more we understand them and what they need. It always very satisfying when you find the right track, and for both of these projects we did exactly that.â€?
The new Calvin Klein One Underwear ad, created in-house, features numerous licensed tracks ranging from classic R&B like Kool & The Gangâ€™s â€œJungle Boogieâ€? to new artists like Sky Ferreira and even quirky cuts like the theme song for the classic game show â€œThe Price Is Right.â€? In addition to TV spots airing internationally, the ads are also on display at retail store kiosks, online and on select mobile devices that feature an augmented reality component.
Victoria Secret â€œIncredibleâ€?
The new Victoria Secret ad â€œIncredible,â€? directed by Michael Bay (â€œTransformers,â€? â€œArmageddonâ€?, â€œPearl Harborâ€?), promotes the lingerie and apparel makers new line of bras. The spot features the models Erin Heatherton, Chanel Iman, Candice Swanepoel, Lily Aldridge and Adriana Lima strutting their stuff to the Lykke Li song â€œGet Some.â€? This is not the first time Sound Foundation has helped place Liâ€™s song â€œLittle Bitâ€? in a 2008 Victoria Secret ad â€œIPEX,â€? featuring Heidi Klum.
In addition to licensing Li â€˜s song â€œGet Someâ€? for the â€œIncredibleâ€? ad, Gavre was able to negotiate 1000 free downloads of the song for promotional use by Victoria Secret on their Facebook fan page.
â€œOne of the biggest advantage of working with Sound Foundation is because of our deep industry contacts and stellar reputation weâ€™re able to do create these value-added opportunities for our clients,â€? Gavre says. â€œOpportunities like that donâ€™t just happen, they come through well-earned trust over the years between myself, the record labels and music publishers, and they often prove to be a great way for clients to both give their customers a little something extra while also bolstering their brand.â€?
About Sound Foundation:
We love music and we want to share it. We seek out talent and support it. We share ideas and let the best ones win. We create art and sometimes sell it. We explore the unconventional. We like collaborating. For more information: http://sfaudio.tv/
Click here to watch the Calvin Klein One Underwear ad:
Click here to watch the Victoria Secret ad â€œIncredibleâ€?:
Click here for more info about Sound Foundation: