Axe Film Supplies by BBH London, Biscuit Filmworks, The Mill

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Industry Deodorants
Media Film
Market United Kingdom
Agency BBH London
Producer Rick Jarjoura
Agency Biscuit Filmworks
Agency The Mill
Director Tim Godsall
Released August 2012

Credits & Description

Client: Unilever, AXE/LYNX
BBH Creative Team: Wesley Hawes, Gary McCreadie, Dan Bailey and Brad Woolfe
BBH Creative Director: David Kolbusz
BBH Producer: Ryan Chong
BBH Team Manager: Keral Petal
BBH Team Director: Jen Omran
BBH Strategy Director: Tim Jones
Production Company: Biscuit Filmworks
Director: Tim Godsall
Executive Producer: Orlando Wood
Producer: Rick Jarjoura
DoP: Terrence Maritz
Post Production: The Mill, London
Editor/Editing House: White House, London
Sound: Factory Studios
Music Composition: Nylon Studios, NY
Brief Explanation
To promote its new Anarchy fragrance for guys and girls, Axe launched the brand's first ever global activation, 'Anarchy Island'. A real place where guys and girls could win a trip to for the ultimate blow out. The competition was promoted with this 'Supplies' film, which depicted the cocktails, pizzas, disco balls and ninjas being transported to the island for the three-day party. The theme – Chaos comes to paradise

The music studio in New York was engaged to create the music for this spot. The brief was tocreate an anthemic call to arms that would not be out of place in a Hollywood action movie.From there we talked with the agency about how we could get the cinematic sense of dramaand scale they needed, but also bring out an element of chaos and fun.To give the film an unusual, comedic edge, we decided to give the captains of each boat thelead vocals to sing along to the track. This was an idea we had early on. In fact, the melodywas sung to Axe clients when selling the idea in. The captains were supported by a choir ofhot girls and guys in speedboats trailing them, plus a band that was also being shipped overto Anarchy Island.This meant that all of the music would need to be composed and recorded prior to the shoot,so that the characters could lip-synch to the track, music video style.We realised early on that the balance of drama and comedy was critical - a little to far ineither direction and the music would seem ludicrous. In the end we decided to compose andproduce the musical bed as dramatically and literally as possible, really pushing this sense ofHollywood action. From there, we relied on the arrangement and performance of the vocalsto bring the sense of humour needed.This piece was firstly written using orchestral samples and by creating a very layeredorchestral arrangement. From there we supplemented the original sampled recording bymulti-tracking a live twelve-piece string section. We recorded the strings in Australia usingplayers from the Sydney Symphony Orchestra. The vocals are a combination of Nylon in-house singers. We wanted vocals that had punch and a macho-military element but alsosounded fairly "everyman".