Centrum | Branded Content

I was thrilled to work in collaboration with Preen to compose the music for a LGBT+ focussed branded content social campaign.

Telling a story in fifteen seconds is no easy feat. I was asked to compose music alongside an engaging animation, and the brief was to keep the energy uplifting, without edging into cheesy territory.

After feasting my eyes on the animation, my immediate insight was to work with a pulsing heartbeat. I was inspired by the opening imagery, combined with the overarching theme of love, and the brand essence of being a health vitamin. The idea perfectly threaded the three together. As a result, I started the music with a heartbeat, and kept the pulsing energy throughout.

The next challenge was keeping the music engaging and slick - and strictly fifteen seconds. I chose a tempo which integrated with the timings of the animation, adding dynamic lifts and drops as the imagery progressed to elevate the feeling of movement. Keeping in mind the end medium of social media, I knew the piece had to capture attention - and fast. So, I heavily used tasteful sound design to breathe life into the people (and dog!) featured. From woo, to woof.