18: CRAFT (Music (original & licensed))

Liberty Fields - Guinness - Guinness JPG
Liberty Fields - Guinness - Guinness MOV 1m:00s

Liberty Fields - Guinness
Guinness

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Liberty Fields - Guinness - Guinness

Shortlist

Title of Entry: Liberty Fields
Brand: Guinness
Product/Service: Guinness
Client: Diageo
Entrant Company: Radford Music
Creative Agency: AMV BBDO
Duration of Entry: 01:00
Craft Leader(s): James Radford
Chief Creative Officer: Alex Grieve
Creative Director: Nick Hulley and Nadja Lossgott
Sector: 38261
Production Company: Stink
Producer: Nick Godden
Date of Release: 2019-08-15
Director: Eliot Rausch
Notes: We were briefed very early on in the creative process at the script and animatic stage.
We worked very closely with the agency creative directors and producer for several months through various different music routes and briefs.
Initially the brief was to research traditional Japanese music and also Japanese music from the 80’s. However we quickly established that this film needed a powerful, driving, emotive and contemporary music track. The brief was to find an existing and unique but previously unused track that was powerful, catchy, tribal and conveyed the struggle and determination of the female rugby pioneers.
The track needed to sound contemporary and modern but also ethnic and tribal however without sounding too western or specific to any one particular country. It needed to sound powerful and determined but at the same time have an uplifting and triumphant sense of achievement quality to it. During our music search we discovered an up and coming Austrian band called Cari Cari who were due to release a new album. ‘ANAANA’ was to be the title track for their upcoming album. The band had spent time living in Tokyo and were influenced by the Japanese culture. We instantly recognised that ‘ANNANA’ was the perfect combination of a strong and powerful guitar riff, tribal drums and a quirky almost ethnic vocal hook. We worked with the band and with the stems of the music track to shape the intro section of the music to match the intrigue and mystery of the first half of the film. The main track then bursts into life with the instantly memorable and hard hitting guitar riff to match the power of the female rugby players.The music track helps to convey the struggle and oppressive culture that the women faced during the first half of the film and then the release of energy and passion and determination during the second half when it is revealed that they were the pioneers of women's rugby. The tribal drumming of the track helps to accentuate the almost tribal like feeling of camaraderie that is being part of a rugby team. The track feels uplifting and celebratory without being too obvious. We felt that this track has a timeless sound and quality to it and is incredibly powerful, unique and memorable. The client was also keen to find a music track that was by an existing signed and published band who had a track that hadn’t previously been used on any TV commercials
and that could be unique to Guinness. As part of our work we delivered this track and also negotiated an exclusive global advertising music license for Guinness.
Editing Company: Whitehouse
Editor: Russell Icke
Sound Studio: 750
Sound Engineer: Sam Ashwell
Music Company: Radford Music
Other Credits: Music Supervisor - James Radford