Lost Boy | Music Supervision London

- And Loaf

The story behind this job is great and it was such an amazing project to work on; it's so rare that you get such an open brief and one with so much potential. It's hard to find an agency so committed to true creativity and collaboration, and Isobel really get this right. Over the course of the project we worked closely with the creatives honing the piece from demo to delivery. The result is a beautiful film we can all be very proud of.

Following a fantastic response from the adland press I wanted to share a brief case study of how we did the job and why it worked so well...

We had just delivered our second project, a Sheba job for AMVBBDO when I met Rob Fletcher, ECD of Isobel at a comedy night he was hosting.

When I told him about my new commericial music company, Lost Boy, he suggested we have a coffee and chat about a job he had coming up. He had seen the Sheba job, which had just aired and we spoke about the importance of lyrics, authenticity, playfulness and cool, and how these things had slipped from the world of commerical music composition.

After sending over some examples of my work, we met and spoke about the project - I talked about the various stages of lyric rewrites on Sheba, and about working with the creatives to perfect the tone of the final peice. By the end of the conversation we had established a clear succinct brief, shared references and settled on a tone which could be applied across multiple genres.

It showed me, very clearly, that we need to rework the whole music composition model. The only way good music can be made for commercials is through close and open collaboration between creatives and composers.

This industry is built on great ideas, backed up by strong bold art direction and excellent craft. At Lost Boy, we want to elevate that craft to the next level - providing a bespoke experience for our clients in which they have complete creative ownership of the final track, allowing them complete access to our process, from conception to completion -

I want this to be completely different from the way music composition has been done for the last 10 years.

I’ve included below, some of the other demos we submitted, showing the way the core need “ to create a protest against the stresses and strains of modern living, where loafing is the antidote.” could be applied across multiple genres, with references ranging from Lou Reed to Little Simz to Jarvis Cocker…

Dancehall demo

Britrock demo

Hombres demo

From the 8 demos we submitted, the agency and client a direction, for our team at Lost Boy and the creatives to hone the lyrics and delivery to cater perfectly to their audience and to build an effortlessly cool film around an incisive concept.

All of us at Lost Boy are super proud of the result and we hope you guys enjoy the film as much as we enjoyed making it.

For all enquiries, contact Luca Antoniazzi

luca@lostboy.tv // +447847899041