duotone’s Jack Livesey was brought on to score and create a theme for a series of branded films for Mitchum’s new “Hardest Working Person in America” (HWPIA) campaign. The integrated campaign was created via Brett Ratner Brands and CAA Marketing, with celebrated documentary directors Albert Maysles and Casey Niestat behind the camera. The objective of the campaign is to find The Hardest Working (insert job title here) in America. The work is currently appearing online at www.mitchumhardestworking.com, on TV, and in live screenings.
“This project touched on so many areas of our expertise – from scoring features and documentaries to broadcast advertising and web content,” says Livesey, whose team included duotone composer/arranger Aaron Mirman and musical creative director Paul Opperman. “It was great to be able to work in all these mediums on one great project.”
Original music by duotone is woven throughout the stories of such hard-working Americans as a “Cattle Rancher”,”Web Entrepreneur”, “Baker”, and a “Coach”, and we break a sweat just watching them start their day.
“Working in the Maysles films ‘direct cinema’ style, we had to be sure the music was as natural as the film,” says Opperman. “The unique environment of each film – and the humanity of these people – had to come through. It had to live within these people. It had to be their music.”
The campaign also invites viewers to compete for the Hardest Working title via user generated films, social media fan pages, etc. Naturally, there’s a “Hardest Working iPhone App” to track their progress.
The winner receives $100,000 and other Mitchum-themed products. Maysles will direct a short film about them, with duotone providing the score.