Licensed Track From Songwriter Nyles Lannon Sets Perfect Organic Tone For Nutritional, Liquid Supplements Company
NEW YORK, NY - Quiet and introspective, Nyles Lannon's song "Turn Time Around" perfectly captures the ethereal mood of the new ad "Green" (:30) for the nutritional, liquid supplements company Pure Inventions and agency Grey Worldwide. The song was placed by New York-based music house Expansion Team, who represents Lannon's catalog alongside many critically acclaimed independent musicians and bands. Well-known for his stint in San Francisco-based indie band Film School, Lannon has also composed original music for Expansion Team. "Turn Time Around" is taken from Lannon's solo release Chemical Friends (Badman Recording Co).
Pure Inventions is a unique line of all-natural fruit and tea extracts that is added to water with a dropper. The simple-yet-elegant spot visually depicts in lush, languid slow motion, a droplet of green liquid entering water and forming into lava lamp-like shapes that are perfectly choreographed to Lannon's song. The on-screen typography reads "Mother Nature: 1. Father Time: 0"
According to Alex Moulton, Creative Director and Partner at Expansion Team, Grey wanted the campaign to be as "pure" as the products themselves by finding songs that felt fresh and contemporary.
"They wanted a certain feeling of 'green-ness' in the music, but it was also important to find a lyric that fit but wasn't forced," Moulton says. "We went through a lot of tracks but kept coming back to this song, It just felt right from the first moment we played it against the rough cut. 'Turn Time Around' ended up being a perfect fit for the brand and the campaign."
About Expansion Team:
Expansion Team redefines how music can be created for today's media by building a bridge between the recording, TV, film and advertising industries. They know the importance of a successful brand message and focus on creating impassioned brand aficionados. Led by founder and creative director Alex Moulton and executive producer April Jaffe, Expansion Team is supported by an exceptional roster of talent; an international collective of award-winning producers, songwriters, DJs and remixers. Because they work in studios around the world, an additional network of top session players and vocalists have become part of their growing family. For more information check out: http://www.expansionteam.org.
Web Resources:
Click here to watch the spot:
http://www.expansionteam.org/website.php?id=p86
Click here for more info about Expansion Team:
http://www.expansionteam.org
Click here to hear 'Turn Time Around':
http://www.nlannon.com/music/NLannon-Turn_Time_Around_sample.mp3
Click here for more info about Pure Inventions:
http://www.pureinventions.com
Creative Credits:
Client Pure Inventions
Project: "Green" (:30)
Agency: Grey Worldwide, New York, NY
Agency Producer: Amy Rosen
Agency CD: Shawn Couzens
Production Company: Iron Claw, Los Angeles, CA
Music Licensing: Expansion Team, New York
Creative Director: Alex Moulton
Composer: Nyles Lannon
Executive Producer: April Jaffe
Production Manager: Jean Kouremetis
Track: "Turn Time Around" (from Chemical Friends, 2004 Badman Records)
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