I began slowly narrow my ideas on where I see myself working in the future and also what am I most passionate about and due to having a background in fashion and popular culture, I thought I would like to explore fashion short films / womenswear ad campaign. Immediately I looked at fashion campaigns by NIKE Women, GUCCI, RESERVED and also independent womenswear films and gathered a stronger idea of how the sound of a streamline campaign is produced.

I realised that there are cases where the sound is scored after filming and then it is the editor who aligns both visual and sound to beat. For example this campaign by NIKE Women X Pedro Lourenço which shows a French dancer moving freely in both exercise and dance styles in the clothing designed by Lourenço and NIKE. The dancer and choreographer worked on the choreography before hearing the music. Then, the composer would have worked on the sound based on what I assume was a first video draft and the campaigns brief and after that it was the films editor job to tie it all together. I guess the producer and director would have curated its team very intentionally so that there was an assurance that each artist would definitely work well together.

The final sound is song titled, ‘As If’ performed and scored by Jessy Lanza and the project features additional sound design by Patch Rowland and the total sound was supervised by music supervision company, MassiveMusic. The sound is a futuristic electronic pop beat with a sultry female lead vocalist emphasising the visual’s message of strength and empowerment of a woman’s femininity and at the same time also the advancement of fashion technology as the lightness in the lead singer’s vocals can be compared to the lightweight material used to design the eight-piece collection by Pedro Lourenço.

https://www.nowness.com/topic/womenswear/nike-women-pedro-lourenco