Sound is 50% of the video experience. Here is how to select tracks that elevate your visual story.
George Lucas famously said, "Sound is 50 percent of the movie-going experience." In commercial filmmaking, music is the invisible force that drives the emotional undercurrent of your brand's message. Choose the wrong track, and even the most beautiful visuals will fall flat.
Before you listen to a single track, ask yourself: What do I want the viewer to feel? Do you want them to feel energized and ready to take action? Nostalgic and sentimental? Trusting and secure? The music must align perfectly with this emotional goal.
The tempo of the music will dictate the pacing of the edit. Fast-paced, percussive tracks are great for high-energy product launches or sports commercials, requiring rapid cuts. Slower, ambient tracks are better for corporate storytelling, allowing the viewer to absorb the message and visuals.
If your commercial heavily relies on dialogue or voiceover, instrumental tracks are usually the safest bet. Lyrics can compete with the spoken word, creating an auditory mess. If you don't have dialogue, a song with lyrics can be a powerful narrative driver.
Never use copyrighted music without permission. The fines can be astronomical. We use premium royalty-free music libraries or commission custom scores from composers to ensure every project is legally sound and totally unique.
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