Animation
at
Craft London
| Title | A Matter of Trust |
| Agency | Syn World |
| Campaign | A Matter of Trust |
| Advertiser | Turner Broadcasting Systems |
| Brand | CNN |
| Date of First Broadcast/Publication | 2021 / 1 |
| Business Sector | TV/Radio Programs & Stations |
| Philosophy | Creative music agency Syn has collaborated with CNN on a new promo video that aims to inspire audiences to rebuild broken bonds and believe in the good in each other. Black and white still images of evocative moments and the anchors who convey them are supported with Syn’s rearrangement of Billy Joel’s A Matter of Trust. Here, sound and image come together to remind us that trust is the foundation of true achievement. On this special project, Syn embraced the challenge of reimagining the 80’s classic into a spare and emotional anthem with a production that ultimately spanned many countries and time zones. The skillful arrangement was recorded in Los Angeles on upright piano, with staccato strings and acoustic guitar layered in for emotional punctuation. Using remote technology, Syn was able to direct and record a 20 piece string orchestra in Macedonia - all of which was mixed in Tokyo for cinematic results which were delivered to CNN in Atlanta. |
| Media Type | Television |
| Length | |
| Production Company | Syn World |
| EVP, Chief Marketing Officer (CMO) | Allison Gollust |
| SVP, Creative Marketing | Rick Lewchuck |
| VP Group Creative Director | Whit Friese |
| Senior Director of Production | Matt Barnett |
| Senior Writer/Producer | Jeff Mielcarz |
| Production Resource Manager | Denise Patierno |
| Senior Production Manager | Nichole Goralnik |
| Senior Production Manager | Laura Scott |
| Post Production Manager | Greg Enfield |
| Editor | Brian Simmons |
| Production Company | Minted Content |
| Music Director & Producer | Nick Wood |
| Musician | Christopher Joyner |
| Orchestration | Todd Hayen |
| Production Assistant | Mathieu Kranich |
| Mixer | Takashi Akaku |
| Studio | Syn Tokyo Inc |
| VO | Pia Easley |
| Sound | Warner Audio |
| Sound Design and Mix | Steve Warner |
| Colorization | Company 3 |
| Executive Producer Color | Soraia Callison |
| Senior Colorist | Billy Gabor |
| Junior Colorist | Justin White |
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