Sound Design and Original Composition | Client: Solpadeine / Agency: Hometown
When a dodgy back endangers one bloke's weekend plans, he tries all manner of treatments. This rapid-fire spot gets to work just about as fast as the brand’s fast-acting pain relief.
The edit was more or less locked by the necessity of telling a story in such a short time. The audio had to work with and enhance the visual tone. The legendary Mark Denton even quipped that this was the most edits he had attempted in a 30 second spot.
Sound design offered a solution to the time restraints and a ticking clock became the rhythmic glue to bind together the audio elements. Graphic sounds such as the heavenly choir at the lighting up of the pharmacy sign and the cracking knuckles for a slipped disc utilised an audio shorthand that embellished the story succinctly.