NYT LIFE NEEDS TRUTH

Bronze Eurobest Award
TitleNYT LIFE NEEDS TRUTH
BrandTHE NEW YORK TIMES
Category A07. Use of Licensed / Adapted Music
Product/ServiceTHE NEW YORK TIMES NEWSPAPER
Entrant SOUNDTREE MUSIC London, UNITED KINGDOM
Idea Creation DROGA5, PART OF ACCENTURE INTERACTIVE New York, USA
Production SOUNDTREE MUSIC London, UNITED KINGDOM
Production 2 SOMESUCH London, UNITED KINGDOM
Post Production SOMESUCH London, UNITED KINGDOM
Credits
Name Company Position
Luke Fabia Soundtree Music Composer / Music Producer
Peter Raeburn Soundtree Music Founder / Composer
Kim Gehrig Somesuch Director

Write a short summary of what happens in the film

This film aims to show the breadth and scope of The New York Times' journalism by creating a 5 stanza poem solely from previous NYT headlines and media photography.

Cultural / Context information for the jury

As life becomes more unpredictable, The New York Times positions itself as a beacon of truth. From climate change & voting rights to pronunciations & midnight pasta recipes, the campaign shines a light on how reporting can help us navigate life.

Tell the jury about the choice of music track.

The original artist is an exciting Modern Jazz musician which brings its own cultural history and voice into the melting pot. With musical typing highlighting the words, the tempo of this track was fundamental in being able to rhythmically lock the two together; giving the typing a role similar to that of a lead soloist. The challenge was to help the track define the 5 stanzas, so we added additional composition & manipulation to give the light and shade needed to fulfill the emotional journey. Drums, celeste, and atmospheric pads were all added to this cause.