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Max Malkin Directs "World Orchestra" For United Airlines, mcgarrybowen

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Robert Goldrich
Wednesday, Nov. 28, 2018

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Transporting musicians from one culture to another, United Airlines’ “World Orchestra” demonstrates the power of music--and travel--to unite the world.

The spot is part of the “Uniting the World” fall campaign for United Airlines from mcgarrybowen New York. It features Gershwin’s iconic “Rhapsody in Blue,” a signature element of all United’s commercials, but in a fresh new way.   

Highlighting United’s launch of new global hubs, the film depicts musicians from one culture transported to another. A Chicago blues jazz trombonist plays in a Shanghai bamboo forest, for example, while a Japanese flutist plays against the majestic backdrop of the Grand Canyon. The spot ends on a German Alpinist playing on the Presidio of San Francisco--announcing to the world that San Francisco is now United’s newest global hub. 

Max Malkin of PRETTYBIRD diected “World Orchestra,” with Finger Music & Sound Design serving as the music/sound house. Dave Hodge was creative director/music producer/music consultant/sound designer for Finger. Mike Marinelli of Sonic Union was audio post mixer.

“One of the most recognizable assets of United Airlines is their signature use of Gershwin’s ‘Rhapsody in Blue,’” said Haydn Morris, executive creative director, mcgarrybowen New York. “In ‘World Orchestra,’ we used this beautiful melody as a connecting thread to showcase the global reach of the airline’s network. United Airlines showed great faith in having the tune interpreted by some of the world’s less obvious instruments, and the end result is engaging and delivers a powerful message with charm.”

Credits

Client United Airlines Agency mcgarrybowen New York Ned Crowley, chief creative officer; Haydn Morris, managing director, executive creative director; David DiRienz, Chris Pacetta, group creative directors; Dante Piacenza, director of broadcast production; Celia Everett, executive producer; Katie West, sr. producer; Jerry krenach, managing director, global music production; Marvin Miranda, group strategy director. Production PRETTYBIRD Max Malkin, director; Ali Brown, VP, exec producer; Tracey Hauser, director of production; Matt Wersinger, line producer. Editorial Cut+Run NY Gary Knight, editor; Ellese Jobin, sr. producer.  Music/Sound Finger Music & Sound Design, New York Dave Hodge, creative director/music producer/music consultant/sound design; Ewa Miller, sr. producer. Variations of George Gershwin’s “Rhapsody in Blue” Audio Post Sonic Union, New York Mike Marinelli, mixer. VFX Framestore Tony Robins, VFX supervisor; Clairellen Wallin, sr. producer.

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