MassiveMusic Reinvents Emotional Lullaby for Saatchi NY & Pampers
MassiveMusic has teamed up with Saatchi & Saatchi NY to reinvent a classic lullaby for Pampers’ #BetterForBaby campaign.
The viral campaign is anchored upon an emotional, tailor-made arrangement of ‘Hush Little Baby’, produced by MassiveMusic North America.
Pampers want the campaign to highlight the way that babies can brighten the days of everyone around them and #BetterForBaby shows the positivity that they inspire in the world, demonstrating the lengths we go to improve their first experiences.
MassiveMusic were tasked by the creative team from Saatchi NY with creating a new arrangement of the traditional lullaby, making sure that it would engage the audience emotionally.
“The challenge was to create a version with new lyrics that would reflect what every parent would do for their newborn baby; to create a better world for them,” says MassiveMusic’s Diederik van Middelkoop. “It was clear from the start that whatever the arrangement would become, it needed to be genuinely beautiful, heartfelt and very emotional.”
It was vital for the team to create the illusion that the mother, who features in both the start and the end of the film, is the lead vocalist throughout.
“We start with her singing to the baby by herself and we end with her singing by herself, it was crucial to make that work in the most credible manner. At the same time, we wanted the track to build, evolve and grow; highlighting and underscoring all the unique moments in the film,” says Diederik.
The creative challenge was turning such a well-known melody into something with genuine beauty, to which Diederik adds “We produced many different musical ideas and styles, and we came across wonderful musical moments doing so. Casting, finding and recording exactly the right voice for the lead vocal was so important as the arrangement is so personal, we’re all very happy with the final result.”
“It was our first job with the Italian creative team that we all lovingly called ‘The Luca’s’ (Luca Lorenzini and Luca Pannese) but it felt like we were old friends from the first moment we started talking about the project,” he adds. “We all knew instinctively what we were aiming for.”
Art Director: Tiffany Pan
Copywriter: Nick Elliot
Creative Agency: Saatchi & Saatchi NY
Creative Director: Yana Hunt
Executive Creative Director: Jay Benjamin
Group Creative Director: Luca Pannese, Luca Lorenzini
Music and Sound
Music Production: MassiveMusic North America
Editor: Rich Orrick @ Work
Post Production / VFX
Colourist: Tom Poole @ Company 3
DOP: Reed Morano
Executive Producer: Kira Carstenson
Production Company: Pulse Films
Category: Nappies , Pharmacy
Genre: Music & Sound Design , Music performance