HIFI Project’s New York Team Drives The Holiday Sounds Behind The “Magic Truck” For Duracell & Toys For Tots


Last Updated: December 24, 2013 7:15 pm GMT
(New York--December 24, 2013) Santa Monica, CA; Minneapolis –Shortly after the launch of the New York office; the east coast team of HiFi Project collaborated closely with The Acme Idea Company on the new, holiday commercial, “The Magic Truck,” for Duracell. HiFi, along with Creative Director Scott Kulok and Art Director Eric Weigeshoff of Acme Idea and Director Marcus Nispel of Tool, created the new joyous holiday campaign for energy giant Duracell. Duracell has teamed up with Hasbro to power up smiles for Toys for Tots this holiday season. HiFi Project provided an original score for the spot, bringing together the enchantment of the holiday season with the spirit of giving.

Light up the energy and power up a smile here: http://hifiproject.com/reels/duracell/

“Working with and for Toys for Tots was a phenomenal experience for us at the agency,” says Creative Director/Writer Scott Kulok. “They truly are the most beloved organization out there, and we were thrilled to put this new holiday commercial project together for them. We assembled an incredible team. For the music, HiFi Project just inundated us with so many choices; it was hard to make the final decision. We are thrilled with the original score. It really makes the spot.”

According to HiFi Project Partner/Executive Producer Jack Bradley, the newly launched New York office pulled out all the stops for this project. “Garth [Neustadter, the lead composer] did a masterful job of articulating the vision that the Acme team and Marcus wanted, using live orchestral warmth, but with a contemporary twist, to create that classic feeling of 'holiday magic,’ explains Bradley. “It was a delicate balancing act between Jeff Bridges' voice over, the sound of the toys coming to life, and the music, but he pulled it off beautifully."

Bill Grein, VP, Marketing & Development for Marine Toys for Tots Foundation, also a Major, U.S. Marine Corps (Retired), was part of the creative process from the beginning. He says he is thrilled by the professional team that came together for this touching, new commercial. “It really shows the true spirit of the season and our organization, which will provide over 7 million toys to less fortunate children this year,” concludes Grein. “As for the music, we felt that it was the perfect score which really demonstrates the magic of giving and the holiday season.”

Client: Duracell
Spot Title: “Magic Truck” :30
Airdate: December 2013

Agency: The Acme Idea Company
Creative Director/Writer: Scott Kulok
Creative Director/Art Director: Eric Weigeshoff

Production Company: Tool of North America
Director: Marcus Nispel

Editorial Company: UNION
Editor: Laura Milstein

VFX/Post Company: Company 3
Creative Director/VFX: Randie Swanberg

Music Production Company: HiFi Project
Executive Producer/Partner: Jack Bradley
Executive Producer/New York: Andrea Minze
Composer: Garth Neustadter
Creative Director/Partner: Paul Robb
Executive Producer/Partner: Birgit Roberts

Audio Post Company: Blast Audio
Mixer: Joe O’Connell


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