Under the creative leadership of Producer/Composer Chris Heidman, the Minneapolis office of HiFi Project was called on recently by ad agency Peterson Milla Hooks for a whimsical, new Spring 2013 campaign for The GAP. HiFi Project collaborated closely with popular DJ/Electronic Artist KI:Theory to add just the right musical color to the new ad.
When it comes to music, GAP is known as a forward-thinking brand,” explains HiFi Project Creative Director/Co-Founder Paul Robb. “When we were presented with the striking imagery for the ‘Skimmers’ campaign, we knew we would have to provide music that was just as bright, fresh, and new as the picture. In addition to our original tracks, we approached Ki:Theory, the cutting-edge DJ/Electronic artist and friend of HiFi; and it was his track that succeeded in capturing the mood of the spot perfectly.”
“Using toy pianos, manipulated vocals, and a wide variety of ‘cut-and-paste’ production techniques, Ki:Theory was able to take a pretty traditional group of instrumental sounds and combine them into something that sounds newer than new, but still somehow sounds familiar,” adds Chris Heidman, who oversees the Minneapolis office of HiFi.
“HiFi Project was great to work with on this new, spring campaign for The Gap,” concludes Daron Walker, Music Supervisor for Peterson Milla Hooks. “They have access to a truly diverse and talented group of artists. I was familiar with Ki:Theory, and when HiFi suggested him, I knew he was going to be the perfect fit for this project. I gave them a broad idea of what we were looking for, and we really worked well through the creative process together.”
Credits:
Agency: Peterson Milla Hooks
Executive Creative Director: Dave Peterson
Head of Production: Aldo Hertz
Broadcast Producer: Sean Healey
Music Supervisor: Daron Walker
Account Supervisor: Liz Sudit
Account Representative: Erica Lachat
Production Company: Bees and Honey
Directors: Alexander Dynan/Dave Peterson
DP: Alexander Dynan
Line Producer: Bianca Cochran
Editorial: Channel Z/Minneapolis
Editor: Brett Astor
Producer: Kelly Thaemart
VFX/Finishing: Pixel Farm
VFX Supervisor: Kurt Angel
VFX Producer: Krystal Lamoureux
Music Company: HiFi Project
Creative Director: Paul Robb
Executive Producer: Birgit Roberts
Producer: Chris Heidman
Composer: Ki:Theory