Clever sound can make a project sing, so we spoke to the industry’s expert engineers and master mixers to find out how they use creativity to make waves.

Creative sound designers weave together sound waves to work magic, turning good ideas into immersive, unignorable experiences. But is anything more underappreciated in advertising than the power of sound design? The inventiveness of an ingenious sound designer can take us beyond the expected. We’re delving into the most creative corners of the craft with some of the best in the industry to shed light on the impact that well-honed sound design can have on films, experiences and podcasts.

Kia, Silence is Powerful

Geoff Strasser, senior sound designer, Mr. Bronx 
Sound design helps to amplify and enhance a great ad’s creative. For action or comedy, sound design should be as loud and wild as the shots and ideas. Or, for ads that emphasise drama and stillness–as in the “Silence is Powerful” ad I sound designed for Kia–sound design is almost all you audibly get to move the ad forward and tell a compelling story. The Kia ads have no voiceover or music; the commercial consisted solely of visuals and sound design. The sound design had to captivate the viewer, share all the right information and story beats, and carve the emotional arc of the ad. Sometimes sound design can seem too subtle to notice while having an enormous impact. The subconscious role of sound design greatly enhances any ad’s story and its character.
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