The second in a set of three adverts for the NOW Music app.
NOW Music is a compilation CD heritage brand owned between Sony Music and Universal Music. The brief for this second TVC was slightly different to our first outing. The team wanted to lean into nostalgia and take the audience through musical generations, from the 80s, 90s, noughties and through the modern day.
The concept asked for one continuous camera move from start to end. To make sure everything worked from a timing perspective, we pre-visualised the entire advert in 3D and edited the advert before the shoot. On the studio day we brought an editor to the shoot and updated the pre-visualisation with the shots that were captured.
This ensured the duration of shots matched the pre-vis exactly and the final advert fit a 30 second TV slot.
On the shoot we choreographed the camera move extensively with a Steadicam operator.
The advert was shown on UK TV advertising and social media platforms. The advert was shot at Paragon Pictures home base in Vectar Project studio in South Manchester.
The soundbed had a famous track for each decade, which we matched up to the voiceover script with the line ‘remember your first NOW’.
We designed a second version with a floating 3D phone in the corner with a QR code to download the app.
The advert went to air in April 2019.
