What we hear is as important as what we see in our stories.
Each of our films should start out immersed in the world of authentic football. We hear the sounds of a stadium full of cheering fans, the players footsteps in the tunnel, the referee’s whistle, and other ambient sounds as if we were about to see an exciting highlight of world-class football.
Then, as our visuals transition us from pure football into the luxury air travel experience, our audio transitions, too. In fact, even before the visuals begin to transition, the familiar “bling” sound of an airline cabin signals that everything’s about to change.
As we reveal the featured Turkish Airline amenity in each script, the chaotic and energetic sounds of a big football match slowly fade into the background, giving way for the rise of ambient, playful composed music that elevates, relaxes, and supports the humor.
This change from authentic sound design to composed music creates the feeling that each Turkish Airlines feature is a welcome oasis in the middle of the chaos, noise, and intensity of the big game. As very brief musical compositions, the music should be simple, ambient, and playful. It separates and elevates each air travel amenity from the ordinary setting, creating a bubble of luxury that represents the best of each story, while also making funny moments even funnier.
The sound design and music can act as a universal language that draws in football fans without words – simultaneously reminding them of both the excitement of Euro 2016 and the luxurious, peaceful, nurturing benefits of a Turkish Airlines experience.
Given the timeframe and number of versions we need, we should begin working with our sound designer and composer right away in order to develop several working options even before we get to the edit. We can create storyboard edits for each teaser film, which can be used to create temp tracks we can all begin to help improve.