Nylon Studios Beats The Hunger

Award-winning music and sound house Nylon Studios is behind the latest TVC for Kit Kat, which sees an animated hippopotamus take a break from his normal routine to perform a hilarious beatboxing rendition for his zoo keeper.  

 

Commissioned to create music by JWT Sydney, Nylon Studios Sydney produced the job and engaged Nylon Studios New York to audition beatboxers from the New York circuit.

 

 

The challenge for Nylon was to find a beatboxer with a suitable vocal range to capture a musical solution that would best fit the Nestle brand and would appeal to its audience. The studio was after a tone that was all-inclusive and a sound that would not alienate the brand’s target market.

 

“One of our main aims was to find a beatboxer whose vocal and tempo range was appropriate,” says executive producer Karla Henwood. “Creating catchy music without the melodic aid of instrumentation was an interesting aspect of the project,” she explains, adding: “Mastering musical variety out of a beatboxer performance also needed to be approached uniquely – there is no hook and no jingle to this style of music.”

 

Experienced in the genre, Nylon composer Blaire Joyclene was chosen to set out musical parameters for the beatboxing artists to work within, before producing a demo and outlining the creative direction for the agency to review. Narrowing the potential beatboxing artists down to three, NY beatboxer Menyu’s performance was selected.

 

Nylon Studios also filmed Menyu’s beatboxing recital in-house so that post production partner Animal Logic could re-create the mouth movements of the animated star hippo to make the sync as realistic as possible.  

 

“We are really pleased with the campaign’s end results,” said Nylon Studios creative director Simon Lister. “In this instance, the idea really rested on the strength of the spot’s musical interpretation and drove home the brand message that Kit Kat offers the perfect snack for an energising break,” he adds.

 

Credits:

Music: Nylon Sydney & NY

Composer: Blaire Joyclene

Sound Design: Anthony Aston

Agency: JWT Sydney

ECD: Mark Harricks

Creatives: John Lam & Laurie Geddes 

VFX: Animal Logic