Continuing with its award-winning formula, Nylon Studios is re-defining the meaning of success, taking out Sound and Music Hotshop for the fifth year running. Michelle Keomany writes.
Every year Nylon Studios finds a way to set itself apart from the rest. In 2009 the studio defied the economic downturn by making the brave move of expanding its presence in the US.
Creating a full service mix and recording facility in Manhattan has already paid off. Staffed with a creative team from home, Nylon has now collaborated with big name directors like Noam Murro and hot up and comer Peggy Sirota on brands including Nike, Coca-Cola, Pfizer and Chevrolet.
This is no doubt an impressive client list for a studio relatively new to the mighty US scene, a studio that is continually winning significant business from the competition.
Nylon is known for continuous innovation and for staying ahead of the fast-moving advertising scene. It leads the way by thinking beyond the parameters of the 30-second spot. Exploring the link between brand and music, the studio came up with the ‘bands and brands’ model. By creating an artist specifically for the US retail giant Famous Footwear, the campaign exceeded itself, gaining a PR life of its own and significant iTunes sales, a result beyond what the brand’s initial television campaign achieved.
Another new media innovation was created in conjunction with Droga5 New York. Nylon created the music for the ‘Puma Index’ – a cheeky and bold campaign centred on the idea of a stock market ticker that would make models’ clothes came off and on, according to whether the market fell or rose. It was a technically challenging but fun project that gained a lot of media attention.
Back home, Nylon Sydney continued to work on some of the most interesting work in the region, such as Audi worldwide, Boag’s, AFL and Australia’s biggest budget shoot of 2009, Droga5 Sydney’s VB ‘Regulars’.
With so much happening at the studio, it’s to be expected that Nylon received its fair share of industry recognition. The studio scored first and second place in the Best Composer category at the 2009 Boards Awards in New York, assorted Clio nominations, as well as winning Best Sound Design at AWARD 09.
Comments from this year’s judges included praise for how Nylon Studios was changing the industry, representing the future of audio.
Nylon kept in good company with finalists Eardrum and Turning Studios in the Sound and Music Hotshop category.