GameClaim

Finding the right tone

Because the campaign is connected to gaming, we wanted the audio to reference the world of games without becoming too literal or gimmicky. The first musical demos had a more positive and upbeat character, but during the process we realised that this worked against the message of the campaign.

The subject needed a playful edge, but also a sense of tension and urgency. We therefore moved the composition into a more playful minor direction. This gave the music more bite, while still keeping the energy light, accessible and engaging.

To make sure the voice-over and sound design had enough space, we avoided overly busy harmonic movement. Instead, we worked with static musical foundations, such as pedal points. This helped create tension without distracting from the spoken message. Later in the composition, we introduced a second pedal point with different harmonic and melodic features, allowing the music to develop while staying focused.

At the midpoint of the film, we created an unexpected transition that supports the visual shift and gives the production a clear lift. From there, the music gradually builds towards the moment where the consumer claim is introduced in the voice-over.

Game-inspired, playful and slightly tense

The music was built around a balance between playfulness and seriousness. Since the campaign speaks to gamers, we leaned into a game-inspired sound world with rhythmic movement, electronic textures and a clear sense of forward motion.

Instead of writing a constantly changing harmonic progression, we created a more static musical base. This gave the voice-over room to communicate the message clearly, while the rhythm, layering and transitions added energy.

As the film develops, more elements are introduced. The arrangement becomes fuller, the rhythm becomes more active and the music builds towards a clear climax. This gives the production a sense of progression without overwhelming the story.

The goal was not to simply make something “gamey”, but to create a musical world that felt connected to gaming culture, while still serving the campaign’s message

Turning animation into audio

The sound design was one of the most playful parts of the process. The animation gave us a lot to respond to, with visual movement, transitions, tokens, digital elements and game-inspired moments throughout the film.

We used a wide range of sounds inspired by video games, including token-like hits, 8-bit-inspired details, arpeggiating synth elements and manipulated digital textures. Through experimentation and audio processing, we created a sound palette that felt playful, energetic and custom-made for the visual style.

Because the music left enough space, the sound design could take a more active role. Sometimes it comes to the foreground, sometimes it blends into the music. This interaction between music and sound design was an important part of the overall feel.

One of our favourite approaches is to make sound design and music feel like they belong to the same world. In this production, many of the sound effects were shaped rhythmically and tonally so they could flow into the music instead of sitting on top of it. Especially in animation, this is essential. Sound design does not just decorate the visuals, it helps illustrate movement, timing and transitions, making the full production more engaging.

A contemporary voice for a gaming audience

For the voice-over, we cast Christopher, one of the more urban and contemporary voices in our voice-over roster. His tone, rhythm and delivery made him a strong fit for this production.

The campaign needed a voice that could sound clear and trustworthy, but not too formal. Christopher brought a fresh and accessible sound that connects well with a younger, gaming-oriented audience.

To create consistency across the production, we recorded both the Dutch and English versions with Christopher. This helped keep the character and energy of the campaign aligned across languages.

The client joined the recording session remotely, which allowed us to shape the performance together in real time. This made it possible to quickly adjust tone, emphasis and pacing until the voice-over matched the creative direction of the film.

After the music, sound design and voice-over had been created, we brought everything together in the final mix.

The main challenge was balance. The voice-over needed to stay clear and upfront, while the music and sound design had to keep the production energetic and playful. We carefully shaped the mix so every element had its own space in the frequency spectrum.

The final result is a polished audio production where voice, music and sound design work together as one complete experience. The campaign feels playful and original, while the message remains clear, focused and easy to follow.