Striking the Right Chord: Peter Raeburn on Scoring the Emotion of ‘The Count’
In ‘The Count’, the latest campaign from FCB Canada for The Hospital for Sick Children’s (SickKids), which celebrates the company’s 150th birthday, music doesn’t just support the story – it breathes life into it. Built around a gentle yet emotionally resonant score, the film celebrates the milestones of young patients, many of whom have faced life-threatening medical challenges. At its core is a unique musical idea: a reinterpretation of a Canadian birthday chant, transformed into a soulful soundtrack that captures themes of resilience, community, and innocence.
LBB’s Olivia Atkins caught up with Peter Raeburn, chief creative officer at Soundtree and one of the project’s composers, to understand how this piece came together – and why music was so crucial in delivering the film’s message.
The creative journey for ‘The Count’ began with an unusual but heartfelt brief. “It was based on a Canadian tradition of a birthday chant that counts up to the number of years being celebrated,” explains Peter. “We were asked to turn that chant into both a song and a score.” Embracing this culturally specific yet universally resonant tradition allowed the team to create something rooted in authenticity. The music became a foundational storytelling device – one that echoed the emotional layers of the film.
In collaboration with fellow composer Luis Almau, Peter focused on channeling the emotional arc of the film through a classroom-inspired acoustic sound. “I wanted to convey a real sense of innocence, learning, and resilience,” he says. “It was inspired by the image of a teacher accompanying children on guitar in a classroom.” That sentiment of closeness and care shaped the entire sonic identity, always with children’s voices at the centre of the composition.
The film’s emotional depth was amplified by the use of live instrumentation. Guitar, piano, organ, solo violin, and vocals – performed by a group of talented musicians – created a layered and immersive soundscape. “They really bring the piece to life,” says Peter. “These elements help with what we sometimes call the ‘goosebump factor.’”
Creating a score that would resonate equally with patients, their families, and the general public required sensitivity and emotional clarity. “The music puts the listener right there in the hospital,” he explains. “It celebrates the milestone of a child turning a year older – something deeply meaningful for someone facing real medical struggles.”
For Peter and his team, the goal was to evoke a feeling of togetherness and shared purpose. “It all feels like everyone – staff, patients, families – is pulling together for something greater.”
A hallmark of this project was the deep collaboration between Soundtree, the creative agency FCB Global, and the film’s editorial team. One major decision was to compose the music before filming – a rare move that allowed it to guide the rhythm and tone of the shoot. “We created the music in advance, so it informed the children’s performances at the hospital,” says Peter. “The editorial team could then work with it to help shape the film’s flow. It allowed us to protect both the score and the emotional integrity of the story.”
The emotional payoff of this approach paid off. “When we shared our mix with clients from the hospital, there may or may not have been multiple tears shed,” he recalls. “It’s not just the music – it’s the combination of everything: the images, the children’s performances, their voices. That’s what we set out to do: to engage people on an emotional level, and hopefully inspire them to donate their energy, money, and attention to this vital cause.”
In ‘The Count’, music becomes more than the backdrop – it’s the beating heart. Through thoughtful composition and genuine collaboration, Peter and the rest of the Soundtree team crafted a soundtrack that holds space for hope, struggle, and celebration – all while giving voice to those who need it most.
