Tradition meets Mercedes luxury this Chinese New Year

This year, Two AM teamed up with Publicis Groupe and Director iClaudius to create a spot for the festivities.

To complement the film’s “tradition meets luxury” visual approach, the score balances between localised instrumentation and electronically synthesised rhythms. The traditional elements aim to bring a sense of cultural heritage and grounding to the film.

“Combining traditional elements with modern sounds can often be a very delicate balance, and making sure that we maintain a clear sense of respect for the culture’s music is always our first priority,” said Oliver Stutz, Executive Creative Director, Two AM Music Global.

The majority of the music was written before anything was filmed, leaving the doors wide open to exploration. This also meant that the visual and creative team had a clear sense and reference point of how the film would take shape sonically, as well as material to manipulate during the editing stages.