Brian Bernard's musical musings

As we hurtle towards the deadline for this year's shots Awards The Americas, we wanted to catch up with the Head Judges for each category to understand the what they hope to see as they cast their eyes- and ears - over this year's entries. 

First up is Grayson Music's Audio Director and Engineer Brian Bernard, who talks about musical magic and aural inspiration. 

What appealed to you about taking on the role of head judge for the Music & Sound Design category? 

Seeing the quality of work that the shots Awards represents, it was an honour to be asked to lead the jury as Head Judge for the Music and Sound Design category for 2025. 

I love seeing work that steps outside of the box and makes you think.

Also, speaking with the team of the Awards, they were warm, welcoming and immediately felt like a great bunch of people to work with.  

What sort of work are you hoping to see in this category?

I love seeing work that steps outside of the box and makes you think. I love when I see work with a true understanding of both sound and picture, work that blends the two together creatively and artistically.  

Above: Canada's Sick Kids Foundation spot, Heal the Future, won gold at the 2024 shots Awards The Americas in the Use of Music category.

What makes a good jury?

A good jury is made up of well-rounded experienced professionals. It’s good to have diversity in background and thinking that offer unique perspectives. 

I think we are becoming more aware and better at creating more authentic work in advertising. 

I also think a good jury is one that is open and passionate about what they do. 

Do you think 2024 was a good year for creativity in north and south America?

Yes! There was a lot of high quality work. I’m a huge fan of boxing, and distinctly remember seeing the promos for the Fury vs Ngannou 'Battle of the Baddest’ on TV before being nominated at last year's shots Awards. I loved the creativity, so I was happy to see it take gold for 2024.

Above: 2024's Use of Sound Design winner, Riyadh Season's Rumble.

Is there a campaign, film or piece of music that inspired you to become an audio engineer? 

I can’t say that there was just one but, over the years, many. When I was a kid there were so many iconic moments I can think back to that steered me in the direction of becoming an audio engineer. My mother always played music in the house, listening to oldies from the 60s and 70s that would later become the bedrock for samples for hip-hop and rap in the 90s. 

I think awards are important because it allows others in the industry to be exposed to other pieces of creative. 

I was fascinated by the idea of taking a sample and flipping it into something new. I also got my Bachelors degree in Animation in college, so it was there where I started to experiment and understand the audio and visual relationship. My favourite movies also happen to have some of my favourite soundtracks or sound design elements in them.

Above: Brian Bernard, this year's Head Judge for the Music & Sound Design category. 

What do you think the biggest challenges and opportunities are for advertising in the year ahead?

I think we are becoming more aware and better at creating more authentic work in advertising. One challenge is the willingness and trust to take on more creative risks. 

One challenge is the willingness and trust to take on more creative risks.

Trusting that the audience wants to be led on a journey. With the right creative use of sound and picture, it creates a more lasting and memorable campaign. 

Why do you think awards are an important part of the industry?

I think awards are important because it allows others in the industry to be exposed to other pieces of creative, in other parts of the globe that they may not have otherwise been able to see. It’s always great to discover and be inspired by other people’s effort, work and creativity. It’s a nice incentive to try and put your best work out into the world. 

Click here to enter the shots Awards The Americas 2025