The Prime Beat
Score the lifestyle, not the discount.
An original composition for a nationwide TVC debut. Times Prime sells one membership that opens a set of premium services. The score is the life it opens.
The brief
Times Prime was launching a digital membership as the badge for people who take pride in making smart choices. The national TVC had to feel like a celebration rather than a commercial, and carry a wit as sharp as the audience it was aimed at.
What shipped
The membership is bought by people who like being the one who found the deal. That is pride, not thrift, so we scored the life it buys rather than the saving. The picture is a stylized 3D animated walkthrough of the app, so there is no location sound to work against and every cue is one screen becoming another. Electronic tones and showbiz figures from popular culture, tuned to what the audience already streams rather than to finance-spot convention. It was arranged as a soundbed that locks with the animation's SFX, so a product walkthrough lands as a celebration rather than a demo.
Listen
The audio for this case is not published yet.