US Soccer Federation - It starts here - (2008) :30 (USA)

Director(s): Paul Shammasian, Ludwig Shammasian
Music Company: Black Iris Music

Shiv Artist was actually a lop-sided collaboration between two of our in-house composers in Richmond: Justin Bailey, who did about 80% of the writing, and Cam, who was acting in more of a producer role. We were directed by the agency, Element 79, to create a piece that would be both intimate and arena-ready. To convey the gritty, less glamorous side of the players' personal routines, yet also capture that magical moment of stepping onto the field, Justin and Cam decided to go for something with a 70’s glam vibe but still with a sinewy modern feel. We wanted to take the viewer from those individual moments, where everyone is separated and then create a feeling of unity between the players and the crowd, and we were stoked on how it all came out. The process of recording the gang chorus at the end started out with just Cam and Justin, but eventually involved everybody on staff at the Richmond studio, all standing around the mic in the tracking room shouting, "HEY...... WHOAH-OH-OOOHHHHHHH!!!" It was a blast.

Client: US Soccer Federation
Spot Title: It Starts Here
Airdate: June 2008

Agency: Element 79 Partners, Chicago
Executive Creative Director/CCO: Dennis Ryan
Creative Director: Danny Schuman
Art Director: Derrick Ho
Copywriter: Tom Wilson
Executive Producer: Rob Jaeger
Audio Engineer: Jason Rizzo

Production Company: Therapy Films, London
Director(s): Paul Shammasian, Ludwig Shammasian
Executive Producer: Barry Hughes
Producer: Tessa Mitchell

Editing House: Optimus, Chicago
Editor: Jan Maitland
Producer: Brian Hrastar

Audio: Optimus, Chicago
Audio Engineer: Bruch Lash

Music Company: Black Iris Music
Composer(s): Black Iris