Cannes Lions

THE SONG

TBWA\MEDIA ARTS LAB, Los Angeles / APPLE / 2015

Awards:

1 Shortlisted Cannes Lions
Film
Film
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Overview

Entries

Credits

Overview

Description

For so many, technology has turned giving into an act of convenience. When it really provides the power to bring out our thoughtfulness, ingenuity and creativity when we give to someone else.

With a Mac, iPhone or iPad you have the power to create emotional gifts and memories that transcend time. It could be a movie, a homemade card, or a song that brings two generations closer together.

In this film, we follow a young girl home for ‘the holidays’ who finds an old vinyl recording of her grandmother singing when she was a young woman. The girl decides to turn the recording into a duet between the two of them, as a gift.

Execution

Our story called for 2 authentically accurate versions of the Gershwin standard Our Love Is Here To Stay. We created one version which Grandma's character sang for her husband in the early 50s, and the second was a new version the Granddaughter’s character created in Garageband for her grandmother. In order to ensure authenticity, we recorded the grandma’s version of the song as she would have in the 1950’s, in the only Voice-O-Graph booth left in the United States, located in Nashville. We then recorded the granddaughter’s version using Apple technology native to her character, like garageband and consumer microphones. To ensure authenticity to both eras, we brought on a producer who worked in garageband to produce and mix the track, combining both the grandmother’s recording and the granddaughter’s into a beautiful and authentic duet.

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