The reason I chose this song because I believe that it fit the style of retro futurism, as the song comes under the genre “Electro Swing” which is the genre Swing but with a modern style to it which is the same with retro futurism. For my advert I knew I wanted a song that came under this genre but I was unable to come to a decision until I came across this song. The other reason I chose this song was how the track sounded happy and upbeat and would fit in perfectly with the advert.

My original idea was to create a 1950’s style of an advert, and after listening to multiple adverts I noticed that there was static noise and microphone crackling at the beginning before they spoke and I wanted to include this to keep as close to an retro advert as much as I could.

The idea of The World of Tomorrow is that is intended to be an amusement park with technology that everyone expects in the future. So to follow along with this idea, I used the crowd talking sound effect to effectively show that the advert takes within the world of tomorrow and not just a radio room.

This is my overall product, though this does not show or include the effects what has been edited. This is why I am going to use the presentation to explain what I did during production and how I came out with the final product.

Firstly, The song “Catgroove” by that artist Parov Stelar was definitely my top pick for this advertisement. Not much editing was done to the song though the notable difference is trimming the song to suit the advert. So I trimmed off the beginning of the song so it would kick in when the announcer starts speaking, I also trimmed the song so that I would fade out the moment the key information was being said as the song would have been too distracting. Using the effects, I increased the gain at the start and lowered it as the announcer spoke.

Next up is second layer which includes the crackling noise and the third announcer. First thing to notice is that there was nothing edited in the volume and I believe this was best as In my opinion the voice sounded spot on and didn’t need adjusting. Though the voice clip is a mash up of two attempts, as one part worked better on one and vice versa. The only editing I did was to fade in the crackling sound effect which has also been trimmed to the part of the audio track.

The next layer was the hardest to edit as I had to compensate for all the spikes in the audio, some parts being louder and some parts being quiet. This is where the DAW benefited me during production. I was able to adjust the levels to peak when I needed to. The levels were set just above normal to compensate for the music In the background, I was unable to get the music levels any lower so to compensate I raised the levels of the announcer to balance out each other.

Lastly is the last lay which includes two main sound effects : Crowd Talking and the Samsung signature tune which is played in some Samsung adverts but not all of them. There wasn’t much done with editing besides the fade ins and outs on both clips as without the fade ins, the advert would seen as unprofessional. It may not be easy to distinguish but it benefits the advert as a whole.