Become a Member
Proudly Sponsored By
articles / advertising know-how and fearless opinions
IHAVEANIDEA.ORG > articles > Slideshow « Training Day: The Sound and the Fury

Training Day: The Sound and the Fury

Posted on April 27, 2011 and read 5,133 times

Training Day: The Sound and the Fury thumbnail

nealpic Training Day: The Sound and the FuryNeal Khosia
Grey Canada

In the military every fresh-faced recruit must attend Basic Training, a program designed to prepare young people for the rigours (and sometimes horrors) of the front line. For a junior advertising creative that ‘front line’ is often his or her first sound record. That may sound overly dramatic, but ask any ‘junior’ faced with making a decision worth tens of thousands of dollars in client money, often without any prior training or education, and believe me. They can relate.

That’s why Ignacio Oreamuno, founder of ihaveanidea and one-time junior advertising creative himself, created Training Day - a series of workshops designed to arm juniors with the basic knowledge and instruction they often never received. The first session took place last week at The Eggplant/Veritas.

Not knowing what to expect, my partner Liz Donnelly and I made our way down to the inaugural Training Day session. Upon entering we were greeted at the door by Ignacio who handed us each a ‘survival kit’ containing various goodies as well as a pen and notepad, which would later prove VERY handy. After mingling with our other ‘recruits’ and fueling up on some of the best venison chili ever to grace these lips (courtesy of Veritas) we sat down for our first session.


Patrick Scissons, founder and CEO of Birthplace Inc, took the stage to speak about the role and importance music plays within an ad. We watched TV spots where music worked wonderfully to make the creative idea better and spots where the music was the creative idea. A quick glance at the rest of us and it was easy to see we were all soaking up every little gem. Some of those gems included knowing when to use silence and how to get the best out of our voice talent. It also included tips on how to ‘run’ the record when the client was around and how to handle yourself in order to earn their trust. My biggest take away? – View music as an essential tool and not just a simple after thought. When done right, music and sound can take your spot to a whole new level.


Next to take the stage was voice actor Tony Daniels, or as we soon came to know him as ‘the man of many voices’. Accents, characters and celebrity impressions of every kind and colour soon rolled effortlessly off his tongue. This was a man who took his craft seriously. Then he got down to business. Tony showed us first hand the importance of a voice actor’s range. Besides being the spice of life, variety can also be your saving grace when you’re sitting in the recording studio. That low raspy voice you had in mind for your spot may have sounded good in your head, but if it doesn’t in the studio you’re going to want someone with range to give you something else. Even if your spot sounds great, you’re still going to want some options for later. It’s always good to keep something in your back pocket. His most valuable lesson was on how best to get the most out of your voice talent. It was clearly a question that everyone had on their mind judging from the frenzied note taking. His answer was simple; give your talent the best possible description of your character before you do anything else. The better they understand your vision, the better they can envision it themselves and use it to inform their performance.


It was time to take it upstairs to the recording studio. All attendees had received an assignment the day before: write a 30-second radio spot for a client that incorporated a voice over, sound effects and music. The guys over at Eggplant, with Tony then selected a spot to record. We were now going to witness first hand the creation of a radio spot from beginning to end. Missing were the judgmental client, the giant price tag hanging over our head and the thought of our Creative Directors first reaction upon hearing the spot. In other words, we were going to get the chance to play. After getting the announcer portion out of the way, Tony let loose his range. Our hosts for the session, Adam Damelin (producer/composer) and Rocco Gagliese (Eggplant Co-founder and Partner) then opened it up to the room. Every and any suggestion was discussed and entertained. We saw as a group what worked and what didn’t. And discussed how best to incorporate music and how each music track gave the spot its own unique feel. In the end we had a spot that was funny, entertaining and most importantly we were all happy to put our name on (although really only two of us could, Marko Pandza, a copywriter from Blammo and his partner Dejan Djuric, the spot’s creators).

Get the Flash Player to see the wordTube Media Player.

All this, without a single cent of clients’ money spent or the mental anguish associated with a decision some poor junior creative thinks could end their career before it even begins.

Liz and I survived Training Day, and left with the knowledge that the next time we were dropped onto the advertising front lines we’d be able to walk away with our careers (and sanity) still intact.




    Moving Millennials thumbnail Moving Millennials
    Thoughts from a Cannes Creative Effectiveness 2013 Jury member thumbnail Thoughts from a Cannes Creative Effectiveness 2013 Jury member


    Agency Profile: Advico Y&R thumbnail Agency Profile: Advico Y&R


    Copyright © 2001-2017 IHAVEANIDEA inc. All rights reserved. No material contained in this site may be republished or reposted.
    IHAVEANIDEA™ is a trademark of IHAVEANIDEA inc. Terms and Conditions | Privacy Policy

    Copyright © 2009 ihaveanidea inc. All rights reserved.

    No material contained in this site may be republished or reposted. Terms and Conditions | Privacy Policy