MUSIC FOR ADVERTISING (TVCs)
CASE STUDIES
PROJECT: BBC Wales Six Nations
Intro
We reimagined the Welsh National Anthem, Hen Wlad Fy Nhadau, with a high-energy, Queen-inspired rock version for the BBC Six Nations Campaign. Featuring Welsh Hollywood star Luke Evans, the goal was to blend tradition with excitement, creating a version that resonated with Welsh pride while energising fans for the Six Nations tournament.
Challenge
The challenge was to preserve the anthem’s emotional power while injecting new energy. We needed a version that captured the anthem’s legacy while engaging both traditional fans and new audiences, with a focus on excitement and buzz.
Approach
We drew inspiration from Queen’s anthemic rock style, using heavy guitars, powerful backing vocals, and a driving rhythm section. The arrangement stayed true to the anthem’s iconic melodies but added layers of energy and impact, with Luke Evans’ powerful presence helping bring the anthem to life.
Solution
The final version was a dynamic rock anthem, with soaring guitars, dramatic backing vocals, and a punchy rhythm that captured the passion of Welsh rugby. The track was featured in a TV ad fronted by Luke Evans, and used across TV, social media, and online content, creating a stirring soundtrack for the Six Nations campaign.
PROJECT: Foster Wales
Intro
For the Foster Wales campaign, we were tasked with creating subtle, emotional music to accompany a series of ads that follow a family’s fostering journey. The goal was to create a piece that would support the heartfelt stories without overpowering the visuals, providing a gentle emotional foundation for the campaign. The track used, Forevermore Feelings, perfectly matched the tone and sentiment Foster Wales was aiming for.
Challenge
The challenge was to create music that felt intimate and personal while still aligning with the series' heartfelt and uplifting message. The production team wanted something subtle that could complement the emotional weight of the fostering stories without overshadowing the narrative or visuals. The music needed to reflect the warmth, compassion, and hope at the heart of fostering.
Approach
We chose Forevermore Feelings, a track with a soft, emotional melody and an understated arrangement. The track was designed to evoke a sense of calm and reassurance, matching the themes of the ads while adding an emotional layer to the stories of the foster families. We worked closely with the Foster Wales team to ensure the music aligned perfectly with the pacing and visuals of the campaign.
Solution
TThe final track blended subtle acoustic and electric guitar, creating an emotionally resonant piece that was both delicate and powerful. It supported the story of each family’s fostering experience, enhancing the emotional connection without detracting from the visuals. The track helped elevate the series, creating a memorable, heartfelt backdrop that amplified the campaign's message of care and compassion.
PROJECT: Cazoo
Intro
For the Cazoo TVC, we were approached by the production company that had fallen in love with one of our library tracks called ‘Hidden Treasure’. They wanted to make a few adjustments to better fit the laid-back yet energetic vibe of the ad, where a gentleman eagerly awaits the arrival of his new car. The track we used was a modern, bass-driven composition that perfectly complemented the fun and relaxed tone of the commercial.
Challenge
The challenge was to take a high-energy track from our library and adapt it to the specific mood of the ad. While the original track had the perfect energy and drive, the production team needed subtle tweaks to ensure it aligned with the slow-paced, casual vibe of the character as he waits for his car.
Approach
We love collaborating and were excited to make the necessary changes. We worked closely with the production team to fine-tune the track, adjusting elements like the tempo and bass levels while keeping the modern, high-energy feel intact. The aim was to strike the perfect balance between high energy and a relaxed, carefree atmosphere to match the protagonist's easygoing vibe as he waits for his car to arrive.
Solution
The final version of the track featured a more laid-back tempo and slightly more subdued bass, making it the ideal backdrop for the TVC. The result was a modern, dynamic sound that still kept the energy but fit the relaxed, “waiting for the big moment” vibe of the commercial. The track was seamlessly integrated into the ad, elevating the character’s experience and reinforcing the excitement of the car arrival.
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