Converse Korea: from UGC to music creation by Sarah Whitney

by Laurent François

Citizens! I found an incredible ad on Vimeo, with a song I’ve really loved (see down this post). Late 2009, Converse Korea asked its strong online community to produce UGC ads, promoting the famous sneakers. The winner had the chance to watch his creative on M-Net, a famous music TV. Interview of Sarah Whitney, composer and jazzy artist.

How come you’ve joined this UGC adventure few months ago?
It all started when a director colleague of mine, Jean Julien Pous, took part in a competition by creating an ad for Converse Korea. As the composer, I scored the ad he shot and edited.

What’s the creative idea?
Basically, Converse sets itself as a young, trendy shoe brand that wants its image to be cool, urban and cosmopolitan all at the same time.

How does it work to produce music for such a brand: did you do some planning research which could inspire your creation?
In order to compose and produce music for an ad, you must be able to rely on your sensitivity to the image first and foremost, which is how I proceeded for this Converse Korea ad. My musical culture and musical education helped enormously, since I am essentially from a jazz background, my creation resulted in a funky feel, jazzy yet urban hip-hoppish vibe.

Where can we find you online?
My work is available for viewing at www.sarahwhitney.info, where you will be able to listen to some scores I composed for various fiction films, documentaries as well watch a few commercials and music videos I took part in.

Converse Korea from Sarah Whitney on Vimeo.

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