GOLDSTEIN Scores Panasonic's Ground-Breaking Global Campaign

Panasonic's new global campaign puts viewers behind the lens.

In Panasonic's newest global campaign, creative agency, Brave, were given the task of illustrating through film how Panasonic works with Hollywood professionals to fine tune its televisions. The campaign is 'True to the Filmmaker's Vision', bringing to life Panasonic's cinematic credentials while highlighting the new HDR 4K technology.

Ensuring that every bit of the magic in what's being created by filmmakers is reproduced on Panasonic TVs in 4K with High Dynamic Range (HDR), viewers can truly experience every nuance of every scene as intended, bringing the cinematic experience to consumer's homes.

To give the concept maximum credibility, Brave sourced and commissioned award-winning Cinematographer Vanja Černjul, ASC (Netflix Original Marco Polo, Orange Is The New Black), to create a visually arresting short film 'Converging Beams', shot and mastered in 4K HDR. Music production company, GOLDSTEIN, produced a moving piano and strings score to depict the story of lost love...

GOLDSTEIN is an award-winning music and sound consultancy specialising in film, TV, commercials and live events. Managing Director, Jonathan Goldstein, says: "This project was a fabulous opportunity to delve deep into the heart of movie scoring and create a soundtrack that conveyed the same high level of resolution as the product itself. Vanja Černjul's directorial vision was compelling from the outset and it was a privilege to bring his beautiful images to life through music and sound.

"The creative team at Brave were an inspiration to work with, providing clear and insightful direction throughout the process. We were very pleased with the score which has touched the hearts of viewers on social media who are now requesting the sheet music!"

Business Director of Brave, Stefan Kann, says: "As with all films, music plays a hugely important part in delivering the emotion of what's being conveyed on screen. The team at GOLDSTEIN were involved from the very beginning and composed a piece that reflected every element and emotion, that didn't just compliment what was happening on screen, but enhanced each delicate nuance."

Rob Butcher, Creative Head at Brave, says: "This project was complex from the start as we were trying to achieve a 'mise en abîme', where we were creating a film within a film. So, working with the right production partners was a huge part in being able to deliver the campaign. The techniques used to create these films are only just being devised and experimented with in Hollywood, so to see this being used to deliver a commercial campaign for Panasonic is potentially a world first."

Amaya Albisu, AV Manager Marketing Communications at Panasonic Marketing Europe, says: "Our 4K and HDR TV technologies are spearheading the way, delivering unparalleled detail and nuance, faithful to the filmmaker's vision and immersing the viewer in the ultimate entertainment experience. Brave absolutely helped us in bringing this to life."

www.goldsteinmusic.com

This article is also available to read at BFV online here, page 40.

(JP/LM)