VIM

Hương Bung Tỏa, Thỏa Sức Suy

Compose / Arrange / Mix & Master

2024

Overview

Our mission is to produce music for Lifebuoy's advertising that is different and more prominent than the brand's previous Tet music products.
Market share of 1.1 billion users, 60% GenZ, more than 154 countries globally promote "team" work culture: dancing, filming videos, pov comedy, etc.

Grasping this trend, Garnier wishes to have a music marketing campaign targeting this audience group.

Challenge

A arrangement blend of authentic ambient sounds, character dialogue, and the emotional voice of the narrator. The audio is crafted to create a dynamic and engaging listening experience.

Approach

We embraced the challenge of merging diverse sound elements into a harmonious composition. The most intriguing aspect of this project was the interplay between sound effects and their development into a cohesive musical structure.

Solutions

We create contrast and highlight for the product, the first part of the melody is somewhat more hustle, mixed with ambient sound in the office context. It shows a rather stressful working environment through sounds: keyboard typing, phone ringing, customer answering, brainstorming ideas, etc.

After entering the toilet space, all the noise disappeared, it was quiet, and the melody changed the mood softer to the sound of flushing and the lyrics of the song. The music is gentle and pleasant gradually to the back to feel like the character has been released emotionally & step out to face the situations at the beginning of the story in an affirmative, gentle way with positive energy.

Plus, by using "tụi tui" to represent Gen Z, the song's witty lyrics and playful wordplay perfectly align with the target audience's unique voice and perspective.

Results

In two weeks, the campaign garnered over 2.5M+ views on YouTube and an impressive 55M+ views on TikTok.

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