Page 27 - CTI82_EN

C

Decorate Sound with Visuals Therefore, when they worked on video, the wildness of boundless Ulan-
No. 1 and No.2 coffee powders, they qab is softened by shiny starlight.
For Lawrence, pure music strug- chose relatively widely-accepted Soul Lawrence’s narrative ends here.
gles to settle down in daily life. To en- and R&B. In the video, the silhouettes “The last cello melody is too great. I asked
courage listeners to add pure music into of the two coffee products are interwo- Jeff if we should make it longer. But he
their playlist and listen over time, it is ven with colorful scenes from a sound persuaded me that we need such ‘not
necessary to grant values to the songs, studio. Then different instruments enough’ feeling.” Full-stop when it is a
and leverage striking visual impacts to jump out one by one, like bass, drum, hoot and a half somehow enhances the
fit modern preference on visuals. flute, clarinet and music synthesizer. first impression of the seven songs.
Taking the main melody Taste The This is intentionally designed, as many
Sound as an example, Lawrence and listeners are used to emotional pop When A Storyteller Feels
Jeff, a music producer, took “detun- music and have no sharp ear for instru- Touched...
ing”, “no lyrics” and “no singing” from ments. “Many audiences can only hear
many expected music directions. But those instruments when they see the After posting the video, Lawrence
when they first listened to the sample, related scene.” recalled his excitement going through
they both dazed at a moment, and this For the electronic Knok Off and idea proposal and final delivery. Mean-
scene is recorded in the creation vid- youthful Game Day, Lawrence found it while, Saturnbird that put no pressure
eo. “Before I asked if we could play it difficult to evoke the emotion. Instead, on Lawrence won good launch effects,
on instruments, I actually asked Jeff he used live-action shots where couples and audiences are satisfied with the
another thing.” Lawrence explained in wearing casual suits go on dates after video quality. “We have also learned
film terminologies that they both work in game rooms. The scene is mixed many things. I think this is a win-win-
know, “Do you feel it is like a S-log with evolution cuts from the anime Digi- win result.”
with no color matching? Can we make mon and his doggy Jinzi running happi- Compared to traditional commercial
a Rec.709?” Instrument to melody is ly. When the album goes to the last two TVC works, Lawrence sacrifices some
like color to film. The repeated color songs, instruments and live-action shots standard processes and demonstrates his
matching can make the film more show up in turn, and the richest No.6 characters in his videos, one being story-
complete, making it easy to be recog- Coffee put on a black and white color. telling, and one “touching audiences”.
nized and understood by audience, The classic guitar is like warm milk, He still keeps the tapes of the Four
thus leaving them feeling fond of it. slightly flowing into the heavily-baked Classic Stories that he listened to since
Same for instrument. coffee liquid of cello. At the end of the he was little, which gave him the courage

Maybe if I walk a bit

further away with more

deviation, I could bring

more strange surprises.

28 29