Strategy: Behind the Idea

I could talk about allot of different things with this video, but instead, I’m not really going to talk about the video… This one is all about the sound design.

I pictured the sound design for this knife ad before I came up with any ideas for visuals. I imagined the sound of a knife flicking open, followed by a swoosh of air and an impact sound. From there, I tried to wrap my head around creating scenes that would naturally have this sound profile. Once I decided on having the knife smoothly flicking open and then fall out of the air onto a flat surface, I had to figure out how to actually make this happen…

Finally, I decided to add some additional layers of sound for no other purpose than to create suspense and help viewers think about the brand’s logo (e.g. the lion sound).