Dec 2012 13

I had the opportunity to direct another IKEA radio spot recently. Josh Rachlis wrote a fun script involving Jonas (the IKEA voice) being Auto-Tuned. I think Jonas had a great time doing it and let’s be honest, the only time we’d want to hear him sing is if it was electronically assisted like this. Comedy he can do. Singing, not so much.

Great DJ voice by Kevin Braithwaite and Auto-Tuning by Engineer Kyle Gudmundson.

IKEA ‘Auto Tuned’ :30

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CLIENT: IKEA
AGENCY: Leo Burnett Toronto
CD: Morgan Kurchak
CW: Josh Rachlis
DIRECTOR: Andrew Bradley, RMW
ENGINEER: Kyle Gudmundson, RMW
Thanks to VoiceTrax West, L.A.

A self-serving post
Nov 2012 19

My mom always said not to ‘toot my own horn’ but HONK HONK! Last week, I was fortunate to get my first award-winning credits as a Director/Producer. A couple of radio campaigns I was lucky enough to be involved with at RMW Music were awarded Merits at the ADCC Awards Show on Thursday night.

Yes, they’re ‘just’ Merits. But after 17 years with credits as a Copywriter and Creative Director, these are the first awards/credits I’ve received on the supplier/post-production side. And I’m excited about it. Maybe there’s no turning back now, huh? I also facetiously say ‘just’ Merits because I’ve always believed that being in the book is the most important thing. People don’t usually remember the colour of the award, unless it’s a Gold Lion of course.

So a big ‘Thanks’ to writers Jon Murray, and Saro Ghazarian – both formerly with BBDO. Jon wrote an amazing campaign for Sirius XM Radio (and also garnered a Merit in the Michael O’Reilly Best Copywriting category for it) and Saro came up with a brilliant idea for Shaw EXO that is a great example of making the product the hero.

I get a lot of radio scripts (I wish I got more too). And although there’s usually something fun in every script that gets me excited, I love getting ones like these two projects. Where there’s a smart, well-written idea already on the page. And my job is just to ‘not fuck it up’.

Thanks to both writers for trusting me with that. And to everyone else, let’s do some more great radio in this country. I know some people think it’s like vaudeville, a dying medium. But it’s not going anywhere. And it’s a category that is sadly not full of amazing ideas. Which means the opportunity is there to win. Whether it’s with me at RMW, or somewhere else, I hope every team out there takes their (rare) opportunity to approach radio as a real creative opportunity.

SIRIUS XM “Die Hard NHL/Lady Gaga” :30

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SHAW EXO “Can’t Describe Action” :30

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PS: You can now find Jon Murray at Leo Burnett, Toronto, and Saro Ghazarian is at Doug & Serge, Toronto. Yes, both are single.

IKEA radio :30 ‘Agreeing’
Aug 2012 14

I was lucky enough to work on IKEA again recently as a producer/director and with the folks at Leo Burnett. This account is near and dear to my heart since I worked on it many years ago at ZIG (R.I.P.) as a copywriter and I do like the way the tone of the brand is being continued on.

This spot is about the dreaded Back-To-School time and Leo Burnett Copywriter Josh Rachlis found a true insight about relationships between teens and parents. We had a fun cast too.

‘Agreeing’ :30

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AGENCY: Leo Burnett Toronto
COPYWRITER: Josh Rachlis
CD: Morgan Kurchak
ENGINEER: Dustin Anstey, RMW Music
DIRECTOR/PRODUCER: Andrew Bradley, RMW Music

IKEA ‘Summer Sale’ radio
Jun 2012 29

For years I worked on IKEA as a Copywriter at Zig. So I was very flattered and humbled to work with IKEA and Leo Burnett recently as a Track Director. I can’t count the number of times I sat in a radio session and listened to Jonas (the Swedish voice of IKEA Canada) being directed on a radio script that I wrote. Now it was my turn to direct Jonas for someone else. Yes, I was excited.

Fun script from Andrew Caie and Morgan Kurchak over at Leo Burnett. And yes, we really had Jonas talking into a fan when we recorded it.

“Summer Sale Fan” :30

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AGENCY: Leo Burnett Toronto
CW: Andrew Caie
CD: Morgan Kurchak
Engineer: Art Mullin, RMW Music
Track Director: Andrew Bradley, RMW Music

 

Shaw EXO TV radio:<br />‘Can’t Describe Action’
Jun 2012 04

During my first year of being a Track Director at RMW Music, I’m always a bit intimidated when I get a script that could be very good — if I do my job right. This was one of them.

A great idea from Copywriter Saro Ghazarian and intense and layered sound design from Vlad Nikolic. Here’s the result from last month.

“Can’t Describe Action’ :30

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COPYWRITER: Saro Ghazarian
CD: Michael Clowater
Engineer/Sound Design: Vlad Nikolic
Track Director: Andrew Bradley (RMW Music)
Production: RMW Music

COMPLETED: April, 2012

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