Global Chief Creative Officer
at
McCann worldgroup & McCann
New York, United States
| Заголовок | America's Most Haunted |
| Агентство | Grey New York |
| Кампания | America's Most Haunted |
| Рекламодатель | Change the ref |
| Бренд | Change the ref |
| Дата первой трансляции/Публикации | 2022 / 6 |
| Бизнес сектор | Благотворительные организации, фонды, волонтеры |
| История | The past few years have been among the deadliest years on record in the U.S. with 45,000 deaths annually. But the trauma of gun violence doesn’t end there. Survivors are haunted by the mental health impact every day. |
| философия | America’s Most Haunted is a completely immersive, 360 audio experience. Advanced sound design brought this scary story to life with over 250 foley channels, spatial mixing techniques, and the frequency of fear (below 19 Hz). Contrasting moments of silence and peaks of volume created jump scares and built tension, while alternating ethereal and grounded sound design made the horror story sound all too realistic. In addition, muffled sound effects and reverbs were expertly used in the survivor’s flashbacks, while atonal distortions and abstract textures made the listener disorientated and uncomfortable. This effect was amplified through piano textures, waterphones, and a deconstructed soundtrack. But this wasn't just another scary story—it's a story inspired by a real shooting that left a teenager emotionally and physically scarred. We concluded the podcast by encouraging listeners to get involved at ChangeTheRef.org as well as providing emotional support resources at SurvivorsEmpowered.org. Ultimately, listeners weren’t just haunted—they were moved to take action. |
| Проблема | To reach a population desensitized to gun violence, we needed to make that trauma visceral. People needed to not just hear these stories, but to feel them. We created a chilling horror story and truly immersive audio experience. On June 3rd, 2022, National Gun Violence Awareness Day, we hijacked the popular, "Disturbed: True Horror Stories" Podcast, surprising listeners with a different kind of terror. |
| Тип медиа | Анализ ситуации |
| Длина | |
| Менеджер по рекламе | Manuel Oliver |
| Международный главный креативный директор | Javier Campopiano |
| Главный креативный директор | Tim Jones |
| Креативный директор группы | Laura Potucek |
| Креативный директор группы | Guy Bricio |
| Креативный директор группы | Josh Eastman |
| Креативный директор группы | Ron Lewis |
| Креативный директор | Olivia Peet |
| Креативный директор | Lindsei Barros |
| Креативный директор | Erica Gale |
| Арт-директор | Kaio Mendes |
| Менеджер проекта | Joey Scarillo |
| Директор рабочей группы клиента | Elizabeth Gilchrist |
| Звуковой дизайн компании | CANJA Audio Culture |
| Звуковой дизайн компании | Curitiba |
| Sound Design Executive Producer | Nessa Mafra |
| Sound Design Producer | Ana Flor Bohrer |
| Sound Design Producer | Flavia Medeiros |
| Sound Design Producer | Matheus Peres |
| Head of Sound | Lucas Sfair |
| Head of Sound | Eduardo Karas |
| Head of Sound | Filipe Resende |
| Звукорежиссер | Bruno Vieira Brixel |
| Звукорежиссер | Leonardo Lima |
| Global Creative Chairman | John Patroulis |
| Главный креативный директор | Justine Armour |
Больше работы
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