Audio post-production studio Alt_Mix and Owner/Mixer/Sound Designer Cory Melious perfectly captured the sound of the ‘flow state’ Formula One drivers at the peak of their powers experience in an immersive mix and sound design for Goodyear’s new Eagle tire ad “Fast Is In Us.” The cinematic performance-driven spot, which broke this week, features sonic elements of Dire Straits’ iconic track “Money for Nothing.”
“Fast Is In Us” — which can be viewed here — was created by agency BBH USA, and directed by Salomon Ligthelm of production company Prettybird, Los Angeles. It blends archival interview audio from legendary Formula One champion Ayrton Senna with visceral automotive sound design that evokes the raw mechanical growl of a 1965 Shelby Cobra against the futuristic power of the Czinger 21C Hypercar.
According to Melious, Alt_Mix was brought into the project late in the process, after the creative team and client wanted a more emotionally charged, exhilarating sonic approach. “The agency wanted to make the piece more exciting,” Melious says. “We approached it with fresh eyes and ears, and knew exactly what it needed to be. Once we confirmed our ideas with the creative team, we were off to the races.”
Central to the piece is Senna’s spoken reflection on driving in a “flow state,” sourced from interview recordings dating back to the early 1990s. Preserving the authenticity of the archival material while elevating its emotional clarity became one of the project’s defining creative challenges.
“The piece harkens back to the famous Formula One racer Ayrton Senna, who shared his experiences about driving during a flow state,” Melious explained. “The agency’s creative team chose that interview to replace the VO on the spot. One of our audio challenges was to make that VO ‘pop’ without changing the timbre and quality of the original recording from the early 1990s. We had to delicately treat the original recording so that it was clear, but understandably original.”
Adding Some ‘Money For Nothing’
The soundtrack’s use of Dire Straits’ classic track “Money for Nothing” also required a nuanced mixing strategy to balance the iconic song’s instantly recognizable guitar hook with the spot’s dreamlike emotional tone.
The soundtrack’s use of Dire Straits’ classic track “Money for Nothing” also required a nuanced mixing strategy to balance the iconic song’s instantly recognizable guitar hook with the spot’s dreamlike emotional tone.
“We had to work out the music edit in such a way that the piece felt dreamy and surreal, like Senna’s actual ‘flow state,’ but without ruining such an iconic music introduction and guitar hook necessary for the second half,” said Melious.
The Alt_Mix team leaned heavily into contrast and movement throughout the mix, evoking the unique sonic identities of both featured vehicles while layering highly detailed movement-driven effects throughout the mix.
“Our goal for the mix was to highlight the contrasting sonic timbre of the 1965 Shelby Cobra compared to the brand-new Czinger 21C Hypercar,” Melious says. “Focusing on those qualities brought excitement to the mix. We also showcase the on-screen movement with specific sounds for each cut. Layering the images with a series of colorful audio flourishes helped to match the on-screen action and give it all energy and movement.”
From a sound design perspective, the goal was to intentionally shift focus from moment to moment, using selective detail to amplify tension and immersion.
“For the sound design, we deliberately focused the audience on specific elements,” Melious notes. “We featured the tires on the asphalt when we saw the tire action on screen, or we created an explosive burst when both cars left the tunnel into the desert scene at the same time.”
He adds, “Another example is the ramp at the end. By that point in the story, we’re nearing the third act. We know what the ‘cars’ sound like; now let’s hear what they sound like when they hit a truck ramp at 150+ mph. That’s the cool sound to hear at that moment, and it amplifies the intensity of the race.”
About Alt_Mix
Alt_Mix provides audio post-production for brands, advertisers and media through exceptional sound design and mix. Their approach to sound design and mixing is about bringing the story to life. They respond to the film, the elements, and the performances. They dig deep into the story, and bring that story to life through sound. They use the most advanced sound design tools available to express that thing which is the director’s vision. George Lucas famously said that “… audiences are moved and excited by what they hear. . . at least as much as by what they see…” Alt_Mix brings that philosophy to content and marketing, believing that great sound can elevate an experience, no matter the medium. https://www.altmixstudio.com
Alt_Mix provides audio post-production for brands, advertisers and media through exceptional sound design and mix. Their approach to sound design and mixing is about bringing the story to life. They respond to the film, the elements, and the performances. They dig deep into the story, and bring that story to life through sound. They use the most advanced sound design tools available to express that thing which is the director’s vision. George Lucas famously said that “… audiences are moved and excited by what they hear. . . at least as much as by what they see…” Alt_Mix brings that philosophy to content and marketing, believing that great sound can elevate an experience, no matter the medium. https://www.altmixstudio.com
