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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 22 - Index

PrimalScream Music And The Richards
Group Prove That “Love Rocks” With Zales
Television Advertising Campaign
PrimalScream
Music, an
independent
music company
that creates
new music for
advertising, has
just completed
the soundtrack
for Zales Jewelers’
new “Love Rocks” broadcast advertising
campaign created via The Richards Group
(Dallas). The first spot in the campaign,
“String,” is airing nationwide.
Directed by Ray Dillman of MJZ, “String”
uses warmth, wit, emotion and a grounded
visual style to convey the story of a young
man’s inventive marriage proposal.
PrimalScream Music’s creative director and
executive producer Nicole Dionne, who
produced the track for Zales, collaborated
with emerging singer/songwriter Robert
Francis on an original romantic ballad
entitled “Don’t Forget Love.”
“I knew that Robert was the ideal choice
to elicit the emotional overtones of the
spot,” Dionne recalled. “He is an incredibly
talented songwriter and his authentic,
acoustic style perfectly captures the
raw emotion and longing required to
underscore the visuals.”
Francis was introduced to Dionne by Jeff
Greenberg, owner of the Village Recorder.
Greenberg’s studio is home to PrimalScream
and countless legendary recording artists.
“Jeff handed me Robert’s album and said,
‘Listen. Now,’” said Dionne. “I get about 30
CDs a week and Robert’s album stood out.
When this project came up, I brought him
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into my studio
and everything
clicked - his
style, his voice.
The agency and
client just fell in
love.”
After the track
was recorded,
Dionne took her clients to see the 20-yearold
Francis play a gig at the Echo. “He was
amazing,” she recalled. “It’s no wonder
labels are falling over themselves.”
PrimalScream Music has become known
for its fluency in all genres, the through-line
being the creation of radio-ready music for
advertising. In this case, the spot called for
poignant yet understated composition and
production.
“Music is always the hero but even more
so in this case,” stated The Richards Group
creative director Terrence Reynolds. “It
had to carry the viewer on a journey as
genuine as the sentiment itself. That’s why
we went to PrimalScream Music. When
Nicole introduced me to the stylings of
Robert Francis, I was literally blown away.”
Reynolds is not alone. Francis’ debut CD,
“One by One,” has been lauded by critics.
“The LA Times” noted that, “Francis writes
spare meditations that resonate with a
worldly ache, milking every ounce of
emotion out of strummed guitar, plucked
banjo, pedal steel and tinkling piano.”
Additional spots in the “Love Rocks”
campaign will feature music produced
by PrimalScream Music with the band
Pedestrian in the coming weeks.
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