MTV writers/directors Matt Jablin
and Seyi Peter-Thomas conceptualized the project, which transitions seamlessly
from the end of one show segment directly into the next. The spot is based
around a fashion show launching a clothing line and documents what goes on
behind the scenes at the event. The goal was to engage the viewer without
letting them know they were watching a commercial until the very end.
"The sound design was extremely
detailed, including everything from footsteps and clothing racks to ambient
background sounds," notes Larry Buksbaum, head sound designer and composer at
Now Hear This. Initially, Buksbaum did a music search for library tracks to use
at the opening of the spot but quickly found that it needed more finessing and
really required original music. Picking up his guitar, Buksbaum composed the
opening score. The end music, "Misery Business," was licensed from the band
Paramore.
There are also cut downs of the
original spot to :30 and :15 lengths, which serve as promos, announcing when
the longer piece will be broadcast.
Buksbaum says he used Digidesign Pro Tools|HD 3 running on a
Mac G5, along with Soundminer, Native Instruments, DUY and Waves plug-ins.