Emoji” details a national promotion offering cellular customers the chance to trade up to the iPhone6s when they switch to a Verizon plan.
An iPhone6s is the star of the ad, hovering front and center as playfully simple images, emoticons and animations work with the VO to tell th story. “If you’re going to get the best iPhone, wouldn’t you want the best network?”
Pull composer Mitch Davis paces everything with an upbeat Americana-tinged original composition. Working in collaboration with Eric Johnson, SVP & Executive Music Producer for McCann, Davis devised a score where guitar, mandolin and tambourine provide a natural-sounding counterpoint to the high-tech offering.
“’Emoji’ called for instrumentation that had to strike a number of balances for Verizon,” Davis says. “Eric and I agreed that it should sound light but not childlike, fun without being silly, important without being overly serious.”
Striking A Musical Balance:
For Johnson, getting the music exactly right for this was a challenge.
“We had to strike a balance, making it celebratory but not too saccharine,” Johnson says. "That’s what led us to Pull. They have a great instinct for making something beautiful, but with just a tinge of melancholy that makes the track feel genuine. Mitch historically plays unique instruments that puts his compositions into their own musical territory. As a result, I can get sounds from Pull that I won’t easily find anywhere else. Mitch is a great engineer, instrumentalist, and songwriter – you put all of that together, and you’ve got a special musical resource.”
No Stranger To iPhone Ads:
Davis is no stranger to the iPhone: his music was used by Apple in 2007 for the first-ever iPhone
. The gentle acoustical accompaniment that he supplied is an important reason that the spot for that landmark launch stands as a classic ad today.
“It’s a pairing that still makes sense,” says Davis. “It’s good to know that some of my favorite sounds remain right for the iPhone.”
About Pull: Founded by Mitch Davis and Scott Brittingham, Pull is a full service music company for all media, working from their New York City studios.For more information, visit www.pullpullpull.com
Creative Credits: CLIENT: Verizon, New York
Project: “Emoji” (:30)
Vice President Geoff Walls Executive Director David Bowen Associate Director Michael Somers Associate Director Kristie Joosten
AGENCY:McCann, New York
SVP, Group Account Director: Olivia Heeren Account Director: Dave Ashley Account Supervisor: Abby Brewer Executive Creative Director: Chris Mitton Executive Creative Director: Caprice Yu Senior Art Director: Rick Cohen Senior Copywriter: Dan Berenson Junior Copywriter: Peter Sherer Business Manager: Debbie Gleason Producer: Lauren Bauder SVP, Director of Verizon Production: Michele Ferone Music Producer: Mike Ladman SVP, Executive Music Producer: Eric Johnson Head of Production: Nathy Aviram
PRODUCTION COMPANY:1st Ave Machine, Brooklyn, NY
Director: Tim Brown Partner/Executive Producer: Sam Penfield Executive Producer: Garrett Braren Head of Production: Lisanne McDonald Producer: Barry Gilbert Line Producer: Peter Repplier Director of Photography: Igor Martinovic Production Designer: Lester Cohen Set Decorator: Joe Petruccio Propmaster: Holbrook Hays Visual Effects Supervisor: John Loughlin Editor: John McSwain Compositors: Inti Martinez, Matt Monson, Alan Neidorf Color Grading: Sofie Borup @ Company3
MUSIC: Pull (a music company) Inc., New York
Composer: Mitch Davis Executive Producer: Scott Brittingham
MIX STUDIO: Sonic Union, New York
Engineer: Paul Weiss