"Before the editing magic happens, you must find a music “bed,” also called a “scratch track.” This bed needs energy—it should rally Harvard MBAs and advertising award show judges alike. Scrolling through iTunes, you may feel overwhelmed. Or perhaps you have the opposite problem: you’re in love with the latest greatest electrothing on Pitchfork; one track that has rendered your commute somewhat bearable. Either way, stop thinking about music. It’s been predetermined.
You have three artists from which to choose: Coldplay, U2 and Sigur Rós. Of those, there is only one correct song. Coldplay’s “Clocks.” It exists for case-study videos. Brands as diverse as Domino’s Pizza and Vietnam Tourism have used this evergreen tune. For the next five business days and one harried weekend, “Clocks” rigidly chromatic piano, lavish strings and ethereal wails of Chris Martin will echo in your mind during spare moments away from the office, dining or resting post-coitally with your partner. In choosing “Clocks,” you may worry that every case-study video will sound like yours. This was bound to happen anyway."
— Let’s Make a Beautiful Case-Study Video for Your Social-Media Based Ad Campaign. (via thelicenselab)
This is my life on far too many days…