Both spots were made for US TV network NBC and feature US stars like Alicia Keys, Kelly Clarkson, Adam Levin and Jennifer Lopez
Transatlantic music company, The Elements, scored a touch down with not one but two spots in this year’s Super Bowl. Both projects were delivered for U.S TV Network NBC and features A-List stars of Music and TV singing along to tracks they produced.
‘The first project that we were asked to do was for The Voice USA’, comments The Elements Partner/Creative Director, Andy Carroll. Co-founder and Creative Director J Bonilla adds, ‘Matt Mugford, head of promo music at NBC Universal, reached out to us with a rough song idea for a ‘The Voice’ Super Bowl spot that they were trying to sell through to the coaches - Alicia Keys, Kelly Clarkson, Adam Levin, and Blake Shelton. They wanted to do a “legit” contemporary country song that would be the centre piece of the whole commercial, and we had about three days to produce a solid version of it before they needed to play it to the coaches and get a collective thumbs up or down on the concept’.
He further comments, ‘Because of the fairly tight turnaround, the network weren’t pressuring us to have it “fully produced”, BUT because we’re insane, we went all-in and hired THE best Nashville session players, and some amazing session singers to help us execute the idea. Much to their credit, NBC basically gave us carte blanche from the beginning to get the best folks for the job, and that made all the difference.’
‘Being in the studio the stars of The Voice was definitely the highlight of the project. Each of those artists is a great singer in their own right, and it was pretty incredible being able to work so closely with them to make this come to life. The other thrill was working with some of the country’s best session musicians. So inspiring!’
The lyrics for the track, were written by Michael Loprete, who is a creative at NBC. ‘He’s a very musical guy, which helped our process immensely!’ adds Bonilla.
Matt Mugford, Head of Promo Music at NBC Universal adds, ‘This was a fun and kind of silly project that The Elements elevated to a whole other level with their exceptional music production. What can I say? Working with J and the team was and is always an extreme pleasure, I can’t wait for the next one!’
The Elements team, take great pride in the fact that they’ve had at least one spot in the Super Bowl for several years now. The second film that they worked on for the 2018 Super Bowl, was a promo for NBC directed by none other that Spike Lee.
The film was premiered on Vanity Fair’s website and features, Jennifer Lopez, Seth Myers, Sterling K. Brown, Chrissy Metz, and Justin Hartley, dancing and singing along to Prince’s “Let’s Go Crazy”. Opening with a scene from Will and Grace, the fourth wall drops to reveal Lopez and the classic Prince track kicks in.
Andy Carroll comments, ‘We were over the moon to be able to throw ourselves into the first project but then to work on second was an absolute honour, especially when Prince’s ‘Lets Go Crazy’ is involved.
Andy previously recorded at Paisley Park when it opened and met the Purple one himself, so this was a special project for a self confessed Prince fan! We pulled out all the stops to deliver in a very tight time frame and are really pleased with the end result.’
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