The importance of the right sound for each video, Design Pride and Lavazza cases


A video is primarily composed of two elements: Picture (visual) and Sound (audio). Unfortunately, audio is one of the last things most people consider during the realization of a video.


Music and sound set the tone for your video, they help you to achieve how you want the viewer to feel when watching the video.


According to Huffingtonpost, online video accounts for 50% of all mobile traffic and up to 69% of traffic on certain networks; moreover, 52% of consumers say that watching product videos makes them more confident in online purchase decisions, that’s a big deal.


Several studies have shown that a not perfectly satisfactory video quality can be tolerated if sound is good. Whereas, if the audio does not play in harmony with video’s images or if the quality of sound is inconsistent, viewers are more likely to reactive negatively to the video.


This is the reason why companies - like Seletti and Lavazza - enlist sound branding agencies like Sound Identity to guarantee that their projects sound great.


Seletti and Lavazza, two very different projects, two original soundtracks for videos.


On the occasion of FuoriSalone 2017 (Milan Design Week 2017), we joined the Design Pride - promoted by Seletti, Wunderkammer and YOOX - performing a dj-set by our Creative Director Stefano Fontana.


Not only the participation in the parade, but Sound Identity created an original soundtrack to accompany the viral video spread on the Internet.


Sound Identity created a sound that first of all aims to express the concept behind Design Pride, a real Carnival of design, brilliant and democratic.


Sound determines and characterizes moments and experiences we live, making them memorable. With the video of Design Pride we wanted to revive the emotions experienced by those who participated in the event, the cheerfulness of the floats and of the event, all of that transposed into rhythmic music, Latin sounds mixed with electronic ones to obtain a modern soundtrack, perfectly harmonic with the visual part.


Video soundtrack is everywhere; from a viral video, we now go to a corporate-communication video thanks to Lavazza.


Sound Identity collaborated with Independent Ideas to realize a strategic video on the occasion of the Lavazza Global Sales Meeting 2017, Monaco.


The video required modern and emphatic sounds and moods, soundtracks capable of marking the rhythm of images and texts which tell the stories of people who speak Lavazza.


The music produced highlights the microcosm of each message that is narrated in the video, accompanying the viewer into this multiple storytelling built around Lavazza, capturing his attention without ever losing sight of the final product.

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