Universal Production Music Promo
Brief: After long going out of style (formally known as “Killer Tracks”) UPM is looking to broaden their horizons by appealing to the hottest and freshest producers and influencers out there in the world today.
The Challenge: This was a solo job, which was scary at first, but then I rekindled an old flame with “Touch Designer.” Then it became clear how I was going to approach making this project. Using the latest tools in procedural animation, I could create an ad that would only need a few tweaks and one re-rendering at most to create something that was appealing to the wider demographic.
The Process: The concept was simple, make music appealing and relatable to a new audience who is faster, and more capable than the previous at starting their own ventures into music production. So I used a visual motif of the “Beat Pad Button” to symbolize the idea of music being universal to everyone.
Technology Used: As mentioned before, this project was all about Touch Designer and using its endless possibilities to create a unique style that was on brand to appeal to a new generation of artists. Along with the standard tech such as “After Effects” and “Premiere Pro” to name a few.
Three options were presented, only one will succeed in the end. Surround Scape was still in its very early stages before transforming into the beauty it is today.
I was extremely blessed to have stumbled upon UPM’s style guide on their website back alleys.
Testing out the concept with a stylized audio spectrum playing as the textures for each pad button.
The final mix track!- uh, promo animation.