DEPARTMENT FOR TRANSPORT
Music Composition by Andrew W Rae on behalf of Ithaca for the Department for Transport’s ‘THINK! Country Roads: If you could see’ safety campaign film with AMV BBDO.
Minimalism and atonal harmony accompanied by ambient sounds were used to create a sense of ambiguity and uncertainty in the ad. The goal was to create a music score which allowed for a subtle build in tension whilst retaining an element of surprise and shock for dramatic effect.
Non-conventional instrumentation and composition techniques were applied to help add motion and bring the unique ‘scan’ visual imagery to life. Attention was also paid to ensure the ad still retained a sense of realism to avoid any distraction from the ad’s important message.