Sound Designers You Need to Hear About: Will Thackray
Sound has the ability to transport us in a way that images alone can not. A good sound designer can make you feel like you are truly immersed within a scene. A great sound designer makes you forget the scene isn’t real at all. But that doesn’t mean they don’t deserve for us to be talking about them.
As the Australian audio space continues to boom, LBB dives into the nitty gritty of sound design. Today, LBB's Tom Loudon speaks to Otis sound designer and mixer, Will Thackray.
Will’s passion for creating unique sounds has ignited his journey in the advertising industry. From his path from music production to crafting captivating soundscapes for advertising campaigns, Will believes in collaboration.
Passionate about sound, Will talks about all things breathing life into brand ideas, the pivotal role sound plays in amplifying advertising impact, and the art of sourcing and creating mesmerising sounds.
LBB> What initially sparked your interest in audio editing and sound design, and did you always see yourself working in the advertising industry?
Will> Early days into my audio production journey I was super fascinated by music production, and creating unique sounds. I first learnt how to record working with bands I played with and knew that I wanted to do something in audio production full-time.
Eventually, I was fortunate enough to work across many fields of audio, from live sound, to field recording in video production teams, to music production and radio broadcast. But I always gravitated to audio post-production, especially sound design and mixing. It was when I did my first gig working on an advertisement that it really started to click for me that this is what I wanted to do.
Then I freelanced a lot, working with creatives across multiple brands to try and learn and create more in this field. I never knew that I would fall into the advertising space in a full-time capacity, but it’s by far one of the most fun and creative environments I’ve been in.
LBB> How would you describe your role, and what are your key responsibilities and challenges?
Will> My role as a sound designer entails a lot of technical tasks such as recording, editing, designing, mixing, and knowing a lot of technical standards, but a lot of my work is collaborating. Whether our clients are in the room and we are trying to shape the sound of an advertisement together, recording a voice-over to get the best performance, or collaborating with the team here at Otis. I always want to ensure that I can provide a creative and positive space for everyone involved and bring the best ideas to life. As sound can be a very subjective thing, it's always my mission to make something that everyone can turn around and be like, “that's so cool”.
Also, making sure that my technical skills and knowledge are up to scratch is also an essential thing, as it allows me to shape the sound that we are searching for with ease and not interrupt the creative process.
LBB> Can you share any notable projects or campaigns you have worked on in the advertising industry? What were some of the creative and technical aspects involved in those projects?
Will> One of my favourite ones recently was with a brand where we did a lot of experimenting with organic sounds. I remember we were brainstorming how to make an organic and bespoke UI sound, and eventually, we got into the recording booth and recorded some instruments, picked our favourite parts together and shaped the perfect sound for the project then and there.
It was one of those moments where we just pieced it together, and it fitted perfectly. This was a great project as we had produced all of the audio assets in-house at Otis – the music, the voiceovers, and the sound design for lots of visual assets as well as two radio spots.
It was a great project to be part of, and I can't wait to see it in the wild!
LBB> What strategies do you use to communicate and bring brand ideas to life through audio effectively?
Will> I think listening, collaborating, and being open to any ideas is key to creating the best piece of work possible. Learning and understanding a brand, what they do, what they want to sound like, and what they want to achieve is massive when bringing any idea to life. These aren’t necessarily the confines to what you can do but the painting for you to colour and explore in.
Some of the best moments are made when everyone is in the room, and we are creating something together.
LBB> What role does sound play in enhancing the overall impact and message of an advertising campaign?
Will> Sound plays a critical role in enhancing the overall impact and message of an advertising campaign. It can evoke emotions, create a memorable experience, and reinforce the brand's message in ways that visual elements alone can't do.
I always believe that sound design and audio editing have to serve the final product. Piecing together the right combination of voice-over, sound effects, and music can really create a unique experience for anyone. Ultimately, sound can evoke an emotional connection to a piece of work, provide a brand with a unique sonic identity, and overall make a campaign more memorable and effective with the right balance of these elements.
LBB> How do you source or create unique and captivating sounds for advertising projects?
Will> Apart from being able to access millions of different sounds from libraries to create unique sounds, there's nothing like being able to capture and develop sounds yourself. It's always fun when you get to jump into recording space and make something or go into the field and capture live sounds. I love taking my Tascam handheld recorder everywhere I go because you never know when you will stumble across something special to record. I even find that using my collection of guitar amps and pedals can create some great bespoke sounds.
LBB> How do you measure success in your line of work?
Will> I think if you create something that everyone in the room watching lights up with excitement, then you're on to something great. Collaborating with directors, producers and other creatives on a daily basis for me is one of the best parts and what I believe is an accomplishment.
