Primark - That’s Kinda Game-Changing
We've all seen them. Probably rolled our eyes and skipped at the first opportunity; the sports ads that attempt to make lifestyle art pieces of their leggings and trainers, proclaiming dizzying goals we should aspire to while wearing their overpriced nylon and lycra... and thus, alienating anyone who isn't a pro or a maniac.
Primark holds a mirror up to that and simultaneously highlights the fact that SPORT IS FOR EVERYONE!
Naturally, the soundtrack to accompany this ambitious assault needed, initially at least, to play into that world of fists punching through concrete, morph suits, and dancing tennis shadows to then reveal itself as a more fun, accessible play.
We began working backwards - find a tune that would feel at home at a regular spin class, then re-record it for the ‘other’ world; a serious, contemporary orchestral take of Benni Benassi’s ‘Satisfaction’ with solo violin taking place of the monster riff from the original.
You might like All Work
