In Bass We Move - Extra Bass for Powerful Sound by Confidant for Sony

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In Bass We Move - Extra Bass for Powerful Sound

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Industry Portable Audio & Accessories
Media Film
Market United Kingdom
Agency Confidant
Production Stink Studios
Service Agency GuiltFree
Released June 2017

Credits & Description

Client: Sony
Product: SRS-XB40 Speaker
Agency: Confidant
Production Company: Stink Studios
Audio Post: GuiltFree
Sound Design & Mix: GuiltFree
Sony Put the Boom in Bass in Electric New Spot For the SRS-XB40 Speaker
Stink Studios partner with GuiltFree to provide heavy sound and super synchronisation in Sony’s ‘In Bass We Move’ commercial
To promote their dedicated portable party speaker the SRS-XB40, Sony teamed up with Confidant and Stink Studios using GuiltFree to ramp up the bass in a new dance-led 80” commercial.
The spot opens into a dark, industrial alley with a lone girl carrying the Sony speaker. The music in the background is noticeably quiet and lacks depth, as the girl begins to dance to the music, she presses the XB40’s bass button, providing the drop of the song with much needed bass and weight. Backing dancers appear and the contemporary dancing provides emphasis to the heavy bass line. As the video progresses the action goes on the move, storming in to a Neo-Tokyo style street setting which echo the design of the Sony unit.
Soho based audio post and music production facility, GuiltFree, provided the sound design to accentuate and bring forward the extra bass offered by the Sony unit whilst also matching the track to the gritty, neon setting. Nic Cosenza from GuiltFree commented on the sound design process, “There was a great deal going on in the spot, lots of strobe lights, buzzing and reverberating puddles. We had to make sure that not only the dancing was completely synchronised with the beat, but also the whole environment, so we had to pay close attention to what was taking place on screen”.
Nic went on to say, “There is a big difference in sound level from the Sony unit before and after the bass button is pressed. We really wanted to show that off, so we made sure the contrast is stark. We were very aware, though, that a lot of people would be hearing it through laptop or phone speakers so we had to fatten the sound up while still keeping the balance right”.
This is the second project that GuiltFree have worked on with Stink Studios, the first being a spot for YouTube featuring prominent Creators. Nic explained the project, “We did a really cool spot with Stink Studios which showcased several tastemakers on YouTube, showing off how many followers and subscribers each one had. We managed a 5.1 mix on that, it was a big job but it turned out particularly well. Stink Studios are awesome to work with, really straight forward and concise. We would absolutely, 100% work with them on future projects. Great guys!”
Sara Nouman, Senior Producer at Stink, adds: “GuiltFree are always great to work with and are our go to when it comes to sound mixing, VO and sound design. We always feel in safe hands when we work with them and look forward to working on more spots with them!”