Agency Marcus Thomas recently collaborated with tastemaking music company DeepMix to compose a new song with an iTunes tie-in for its Troy-Built campaign. The pop track “World Goes By” by artist Tom Luce is “Shazamable” via the commercial, which breaks this week on TNT, HGTV, The History Channel and The Weather Channel. Viewers can then download the full-length song via iTunes. The spot, “Saturday after Saturday,” tells the story of a single man planting a tree. He watches it grow over the years, marking his life’s evolution to married with a family. The spot’s DeepMix-produced song “World Go By” by artist Tom Luce is an infectiously catchy track that speaks to the quiet power of a life well lived. LUCE, Tom’s band, recently put out three full-length CDs and an acoustic EP including fan favorite “Good Day” previously featured in numerous major motion pictures. This re-release was a factor in considering the Troy Bilt collaboration, for a full marketing reach for advertiser and artist. Watch & listen here: http://bit.ly/DeepMix “We had an amazing experience with DeepMix; they created a track that embodied the spirit of the brand while retaining the authenticity of a stand-alone song,” commented Marcus Thomas copywriter Tony Pichotta. “Music was a critical factor to this campaign so it was rewarding to collaborate with a team that shared our enthusiasm for the endeavor. The result honors both the music artist and the brand.” “We chose Tom Luce as the featured artist because he such great writing and storytelling instincts and is exceptional at crafting songs that can support a visual narrative,” said Dave Curtin, DeepMix Managing Director and Executive Music Producer. “He has a great following but we wanted to open up the exposure further - having the Shazam-integration is the perfect way to connect audiences to the song and the spot with a call to action.” On a number of occasions, DeepMix - inspired by a :30 original music assignment - has managed a music single release as a benefit to everyone involved in the project. “Basically, the artist wins via the exposure and media buy, the brand wins by having the authentic artist tie-in and additional artist promotion, the agency wins by pushing the envelope creatively a little further, and we win as a company producing and managing the process,” acknowledges Dave Curtin. DeepMix was just awarded the gold Addy for Best Sound Design for its work on EA SSX, and recently completed a new spot for Bridgestone Golf Balls. Now in its 10th year of business, DeepMix enjoys a partnership with the W Hotel in Hollywood where Dave Curtain curates and books talent for a live music series night called Station Unplugged.
Agency: Marcus Thomas Management Supervisor: Eran Weber Account Supervisor: Anthony DelVecchio Associate Partner, Creative Director: Jamie Venorsky Associate Creative Director: Brian Roach Copywriter: Tony Pichotta Art Director: Jonathan Schmitt VP, Production Director: Nikki Di Franco Production Company: The Cartel EP: Faith Dektor Director: Rob Feng (now represented by Paydirt) VFX: Ring of Fire: Executive Producer: John Myers Creative Director/VFX Supv: Jerry Spivack Senior VFX Producer: Casey Conroy VFX Producer: Justin Beaupre Asst. VFX Producer: Tammie Smalls VFX Coordinator: Derek Schmidt Lead Flame Artist: Shelly Dutcher Flame Artist: Brian Petras Flame Artist: Marla Barrett Flame Artist: Michelle Kouki Motion Graphics: Stephen Grimm Music: DeepMix Creative Director: Dave Curtin Music Artist: Tom Luce Editor: Fred Fouquet