Crafting Harmony: Mean Machine on Grey Goose’s Iconic Campaign

Grey Goose’s latest campaign takes your eardrums on a melodic rendezvous. Mean Machine, orchestrated the symphonic journey that set the stage for a killer piece of work. Sitting down with Clemente Bornacelli, we unravelled how this was achieved behind the scenes. Clemente speaks about meticulous creative process, Autumn De Wilde’s inspired direction, and the mission to capture the essence of old world elegance, infused with a fresh modern twist. 

We discover how the beats and rhythms came to life in a way that was carefully choreographed to the campaign’s visuals, exemplifying Mean Machine’s musical finesse. Here’s what Clemente had to say about balancing whimsy with upscale flair, in a way that resonated with the brand’s timeless legacy. 

LBB> Can you tell me about the creative process behind developing the music for the Grey Goose campaign? How did you collaborate with the team at MullenLowe and Autumn De Wilde?

Clemente> Autumn had a clear vision, and the idea was well-developed when we were engaged. Our first task was to land on a tone and sound for the piece. It needed to feel old world but have a fresh modern twist, which is a tough needle to thread. The most challenging part was that the movements needed to be choreographed to the composition, so it required us to compose the piece without visuals at first and try to determine the beats and timing. The communication between the agency, Autumn, and us was crucial.

LBB> What specific elements were you aiming to capture with the music for this campaign? How did you ensure that the melodies and rhythms complemented the stunning visuals?

Clemente> It was essential that the campaign felt cohesive while still giving each character and spot individuality and unique identity. Each spot had its own choreography as well, so the track needed to feel familiar in structure but flexible enough to give Autumn freedom of movement.

LBB> The description mentions that the score embodies elegance and joie de vivre. How did you achieve this musical balance, and what were some of the key musical elements that helped convey these emotions?

Clemente> These have a very whimsical vibe, but the brand itself needs to feel upscale. Big band orchestration felt like the right place to be; it gave it a midcentury Las Vegas thing about it that we all gravitated to. The elegance came with impeccable musicianship and precision, making sure it felt fun but played with skill and class.

LBB> What were some of the challenges you encountered while working on the Grey Goose campaign, and how did you overcome them to create a successful musical composition?

Clemente> This was a pretty straightforward process, to be honest. There was great collaboration between all the parties from the beginning, and surprisingly smooth. We don’t usually get bright into a project this early, but this is a great case study for that moving forward.

LBB> Could you describe the role of music in creating a world of sophistication and sublime flavours for the Grey Goose Martini? How did you ensure that the music enhanced the overall brand experience?

Clemente> This goes back to one of the previous questions, but it can not be understated how important it was to have the highest level of musicianship. Mean Machine has access to some of the best musicians in the world, and it’s invaluable in cases like this. We worked with some great artists who specialise in this type of music and are masters of their instruments.

LBB> Can you share any specific insights or inspirations that influenced your musical decisions for this campaign? Were there any particular artistic references or cultural influences that guided your creative choices?

Clemente> I’m a huge fan of Sinatra, and there is this specific album, ‘Sinatra, Live at the Sands’ that is one of my favourites. Also, Autumn loved the choreography of Bob Fosse, so there is lots of influence from Broadway in there as well.

LBB> How do you think the music you composed for the Grey Goose campaign contributes to the brand's image and messaging? What unique qualities did your music bring to the campaign that sets it apart from other advertising efforts?

Clemente> Grey Goose has a great history and brand; we were trying to bring our version of that to the spots. Autumn’s production design, wardrobe, and casting were our guides, so we just tried to give them a musical voice. We wanted to be able to fit into the Grey Goose legacy but crave our little moment in it.

LBB> With the campaign being a collaboration between esteemed talents and iconic brands, how did you maintain a balance between expressing your own artistic style while aligning with the overall vision and brand identity of Grey Goose?

Clemente> We are in service of the story Autumn is trying to tell, also in service of the overall Brand. Still, each artist can’t help but play their instruments with their particular style and flair, and we love to encourage their artistic expression when capturing a live performance.

LBB> In what ways do you believe the music you created for the Grey Goose campaign connects with the target audience and enhances their overall experience? How did you ensure that the music resonated with the desired demographic?

Clemente> We hope the audience is transported to the world Autumn created; it’s lovely, whimsical, and fun with a splash of luxury. We tried to stay true to the visuals and enhance the story to the best of our ability.

LBB> Anything else you’d like to add?

Clemente> We are so grateful for this opportunity; it was an honour and an absolute pleasure to work with Autumn and our friends at MullenLowe! It was a true artistic collaboration every step of the way.