The recent SAB Sharp campaign directed by Fausto Becatti, is an important and stark message around the dangers of drinking and driving, told through real and tragic stories of loss. These spots were released before the festive season as a reminder to the public not to drink and drive.
Music and Audio played a big role in relaying these difficult stories. Kadin Madgwick, who is just wrapping up his 12 month internship programme at Pressure Cooker Studios and is soon to be a full-time junior composer, wrote the original music. This was his first commercial pitch win (with barely any client feedback it’s worth adding) and what an incredible piece of music it is.
We spoke to both Fausto about his vision for the campaign and how the music brought this to life, and we also spoke to Kadin about his experience on this project and what it meant to him.
FAUSTO BECATTI:
What was your overall vision and objective for the campaign?
This project is incredibly close to my heart – an opportunity to create a positive change against the horrific landscape of drunken driving in South Africa. With that opportunity came the weight and responsibility of telling these difficult stories; traumatic, senseless moments in time that have irrevocably affected these families’ lives. I wanted to make sure we capture these stories with as much honesty, integrity, respect and dignity as possible – from the moment we engaged with the families through the shoot days and final edit. That included meticulous planning every step of the way, and ultimately the goal is to affect change, and hopefully create a positive impact by sharing these deeply tragic, and personal stories.
How did the music and sound design elevate the campaign?We needed a piece of music to drive the raw emotion of the stories, but also not to be cliche or too heavy handed, and to leave space for the voices telling the stories. I feel the track has the right balance of emotive punch without being the singular thing we’re hearing. The rest of the mix was given to sound design, and we wanted to put people into the moment, and add realism to the stories being told. We used sirens to link Deon’s story to the police blockade where he was hit, and screeches of tires for the impact that took Ndiphiwe’s life, amongst many other little details.
Give us some feedback on the music:
I immediately fell in love with this piece of music – it captured the tone and emotion in such a beautiful way. I loved that it’s not the expected piano approach that is often used, and the swells and little elements mixed in to create a slightly haunting feeling that’s not too negative, but just right. Quickest music approval ever. It just worked!
KADIN MADGWICK:
Tell us about the piece you wrote:
An important part of writing this piece was creating a raw, unpolished, textural sound to capture the intense humanity depicted on screen. Part of this was achieved by the string quartet which I knew I had to include as soon as I saw the brief for the first time. Steering away from a dark sound was also important, as the story told on screen is an incredibly tender one, calling for compassionate music which empathises with the emotions, rather than something that depicts the horror of the event.
How did it feel winning your first commercial pitch?
It was an amazing feeling, and I still haven’t grasped it entirely, to be honest. The first time I sat alone after winning the pitch and watched the 90 second spot with my music over it, I was deeply moved by the privilege of being able to contribute meaningfully to something which means so much to so many people.
Tell us your highlights of your internship at Pressure Cooker Studios:
The entire internship has been phenomenal and every day I have learned something new. When I arrived at PCS, I had a lot of knowledge about how music worked, but had very little idea about how to produce it with excellence. Being able to grow safely and ask questions, no matter how silly they might seem, has been an important element in the lead-up to my composing a pitch-winning piece. I feel that my musical development is a strong testament to the PCS value “We Nurture Talent,” and it has been amazing to see the growth I have experienced over the course of the internship.
What are you looking forward to in the future of your career?
I am excited to be working with a team that is dedicated to pushing the boundaries and doing things that no one else has done before. I am eager to see what new growth the coming years hold for both myself and the studio. Finally, I am looking forward to being able to do what I love every day, making music that will be heard!
Interested in applying for an Internship at our studios? Fill in this form here.
Remember to stay safe and drive safe, not only this festive season but all year round too.
