SOUTH Music and Sound used literal car sound effects to create a modern hip hop song in this spot, “Feel Every Detail,” for Genesis directed by Vania & Mugia of production company Iconoclast for agency Innocean.
As we see the car’s many beautiful features appear on screen, the images dovetail with the vehicle’s sounds in a way that adds a unique dimension. The soundtrack seemingly emerges from the car, enabling us to “feel every detail.”
The SOUTH team included creative directors Matt Drenik and Dan Pritikin, composers Mike Mac and Jon Darling, executive producer Ann Haugen and associate producer Alina Fox.
Sound design/mixing house was Lime Studios with Michael Anastasi serving as sound designer and Dave Wagg as audio mixer.
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Credits
Client Genesis, Hyundai Motor Co. Agency Innocean Jason Sperling, chief creative officer; Brandon Mugar, executive creative director; Marcella Coad, group creative director; Miguel Mayen, creative director, art director; Craig Lederman, associate creative director, copywriter; Kristen Perry, associate creative director, art director; Paul Fung, sr. copywriter; Aaron Onsurez, sr. art director; Nicolette Spencer, head of production; Melissa Moore, director of content; Brandon Boerner, executive producer; Natalie Santana, sr. content producer. Production Company Iconoclast Vania & Mugia, directors; Charles-Marie Anthonioz, managing director; Valerie Romer, exec producer; Joanna Nelson, head of production Gabrielle Yuro, producer; Paul Meyers, DP. Editorial Cartel Leo Scott, editor; Eric Offenhauser, assistant editor; Lauren Bleiweiss, managing director; Viet-An Nguyen, exec producer; Cassandra Guardado, sr. post producer. Music & Sound SOUTH Music & Sound Matt Drenik, Dan Pritikin, creative directors; Mike Mac, Jon Darling, composers; Ann Haugen, exec producer; Alina Fox, associate producer. Sound Design & Mixing Lime Studios Michael Anastasi, sound designer; Michael Baran, sound design assistant; Dave Wagg, audio mixer; Matthew Conzelmann, audio assistant; Cassie Underwood, producer; Susie Boyajan, exec producer.
Director Brendan Gibbons and producer Aaron Rosenbloom have teamed up to write and direct this PSA for Phone-Free Schools Movement, produced by Station Film. The black-and-white film is stark and dramatic, featuring children ranging in age from 6 to 13 who are on the brink of getting their first smartphones. The spot uses conditional logic – i.e., if “this,” then “that” – with the kids stating upfront, “If you give me a smartphone...” then sees them round out their thoughts with frank, unsettling responses about what can happen when you rely too much on technology, especially at an early age.
Phone-Free Schools Movement is a nonprofit organization rooted in one simple, powerful belief: Kids deserve a school day that protects their well-being. Its mission is to help K–12 schools create and implement bell-to-bell phone-free environments where students can focus, connect and grow--without the constant pull of phones and social media.
“We’ve seen the impact phones are having on students’ focus, connection and mental health--and we’ve lived the heartbreak that happens when no one steps in,” said Sabine Polak, co-founder of Phone-Free Schools Movement and a mother of three. “These personal experiences quickly opened our eyes to something bigger: This isn’t just happening in one school. It’s everywhere. And schools have the power to make a real difference.”
New York State plans to implement restrictions on cell phone use in schools K-12 for the 2025-2026 school year. Other states that will ban or restrict cell phone use for the upcoming school year include Alabama, Florida, Georgia, Indiana, Iowa, Kentucky, Louisiana, Nebraska, Nevada, North Dakota, Oklahoma, South Carolina, Tennessee, Texas, Utah, Virginia and... Read More
