Senokot Max | Case Study
The Challenge:
To create a believable and joyful song-and-dance number for Senokot Max’s latest campaign, where the actors’ performances would feel entirely natural and unscripted. The directors wanted the actors’ singing to sound live and authentic, with minimal to no post-production syncing—a notoriously difficult feat for music producers.
The campaign’s creative goal was to highlight “how a wonderfully regular life could be,” requiring the music to enhance the humour and charm of the narrative without overshadowing the visuals or lyrics.
Strategy:
Our approach centred on collaboration and preparation:
- Early Songwriting: The song was meticulously crafted and approved before the shoot to ensure alignment with the campaign’s tone and vision.
- On-Site Adaptation: To meet the directors’ insistence on live performances, the team implemented in-ear monitoring and expert sound recording techniques to capture the actors’ performances during the shoot.
- Flexible Production: The music was designed to be adaptable, allowing for moments of quiet emphasis or an uplifting crescendo to match the narrative.
The Result:
We worked closely with the creatives and production team to bring the musical vision to life. Despite the inherent challenges of live recording, the end result was entirely authentic. What you hear in the final advert are the actors’ live takes, performed in real-time, without any syncing in post.
The Senokot Max campaign successfully delivered a lighthearted and memorable musical moment, resonating with audiences and standing out in the market.
- Authenticity: The live performances brought a genuine, relatable feel to the campaign.
- Memorable Branding: The catchy tune and joyful tone reinforced Senokot Max’s message of “a wonderfully regular life.”
- Industry Praise: The seamless integration of live vocals and musical production showcased innovative problem-solving in a challenging creative environment.
The campaign not only celebrated life’s little victories but also demonstrated our ability to craft music that connects with audiences while meeting the most demanding production requirements.
Client
Reckitt
Agency
Havas London
Music Production
A-MNEMONIC
Category
Advertising, Audio Branding
Composer
Stuart Hancock