PUMA Classics LATAM
Client
PUMA
Agency
Codea Studio
Services
Music Composition
Sound Design
Year
2023
We have taken care of the music composition and sound design of Codea Studio’s latest TV & Online commercial for PUMA Classics LATAM.
The Project
Under the concept 'The Color Within,' Codea Studio's latest campaign for PUMA Classics LATAM has the goal of highlighting the multifaceted relationship between Latin America and color. This relationship extends to the diverse and vivid color spectrum found in the continent’s landscapes, ranging from lush forests to vibrant urban spaces, as well as the colorful nature of Latin people themselves, marked by a joyous and vibrant way of understanding and celebrating life.
Codea orchestrated their creative vision around the idea of 'Sobremesa,' the timeless tradition of post-lunch gatherings. They assembled a diverse cast of talent on a colorful set, where the communal aspect of these gatherings and the individual expressions of each personality took center stage.
Our Work
From Salsa to Reggaeton, Latin American music embodies the vibrant and diverse essence of its different societies and cultures. Codea asked us to create a piece that could translate the essence of the project into musical form. To bring this vision to life, we joined forces with talented Opal artist, Saint Lowe, as well as Angel Sound Studio, to handle music composition and sound design.
Working hand in hand with Saint Lowe, we managed to create a 30 second piece that blends traditional and contemporary sonic elements, paying tribute respectfully to the rich history of Latinx music without falling into mere nostalgia. The track starts gently setting the mood, but quickly transforms into a pulsating Salsa Trap beat with a trumpet leading the charge, reinforcing the idea that this 'sobremesa' is far from boring. As the narrative unfolds and the energy in the room increases, the music takes an unexpected turn, transitioning into an irresistible Reggaeton beat. This switch brings the party vibes to full effect, confirming it's time to ‘bajarle al piso’.
On the sound design front, Codea's vision was clear: the audio should be more evocative than literal or descriptive, making the project feel more like a music video. Working closely with Angel Sound Studio, we achieved this by blending SFX with foleys, highlighting key moments and actions throughout. This adds a level of dynamism into the commercial that can be easily felt in the final result, helping the viewer feel like they are part of the gathering onscreen.
Credits
Creative Direction & Production: Codea Studio
Talents: Alejandra Zambrano Rivas, Jacobo Barbosa, Gretel Sucel Hernández Blanco, Luiggi Jose Wahnon Frare, Estefania Mendes Ramos, Kimberley Pinheiro, Benny London
1st AD: Ana Blue Bear
DOP: Martí Herrera
Focus Puller: Andrés Martínez Vargas
2nd AC: Gisela Borbón Ferrer
Data: Ana Peregrina
Stylist: Ana Murillas
Stylist Assistant: Sergio Guerrero
Stylist Assistant: Júlia Piqueras Martínez
Tailor: Silvia Jorda
MUAH Artist: Ana Sanchez Peña
MUAH Assistant: Maryam Blanco
MUAH Assistant: Jesus Alameda
Art Director: Alex la Salle Rodríguez
Art Assistant: Max Fernandez Montane
Fabric Artist: Mister
Gaffer: Albert Piñana Vallet
Spark: Ander Reviejo
Spark: Pere Arnal Vallhonrat
Grip: Adrian Argüelles
Cat: Faunayacción Animalesdecine
Edit: Malena ibarz, Roger Mitjans Pujadó
Music Direction: LOWKEYMOVES
Music Production: OPAL, Saint Lowe
Sound Design: Angel Sound Studio
Colorist: Lita Bosch
