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Sonic Union is excited to support agency The&Partnership on a campaign that introduces Plenity to consumers. “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.
“Who Said,” 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. 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 to discover a tempo that supports the edits; something that is well-paced and brings things 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.”
Director: Hoffman / Metoyer
Music, Sound Design, Audio Post: Sonic Union
Sound Design: Rob Ballingall
Mix Engineer: Paul Weiss
VO Casting: Sonic Union
Executive Creative Producer: Halle Petro
Music Supervisor / Music Producer: Justin Morris
Composer: Kevin J. Simon for Sonic Union