The process
This campaign was designed to mimic a podcast show, with three male influencers giving practical advice on how to wash clothes in cold water to save energy. Because with Ariel, you don’t need hot water. The episode featured Sorin Bontea, Răzvan Fodor, and Ștefan “Speak” Sprianu—and honestly, it was hilarious watching them talk about laundry like it was serious business.
My job was to create the opening jingle for this fictional show. The challenge was to make it sound like something you already knew, even if you were hearing it for the first time. It had to feel familiar and “official,” but still original. So I called Loredana Căvășdan and Florin Iordache, and we made the jingle in no time. It turned out so good we ended up listening to it on loop.
Next came voice editing and sound design. That’s where I got to learn about laugh tracks. I’d seen sitcoms for years and never really thought about how much they influence the mood. There are two types: pre-recorded “laugh tracks” and real “studio audience” laughter.
Fun fact—the original laugh box was invented in the 1950s by Charles Douglass, and it was literally a box full of taped laughs he could trigger manually.
Now we have computers, and I ended up programming my own laugh track. The second I dropped it in, the whole show came alive. That was a big aha moment for me, something I’ll never forget.
I also composed the background music for the entire 30-minute show. Yes, 30 minutes. And that taught me a lot too. When people are talking over music, certain instruments just don’t work—like heavy percussion or layered vocals. Even the tempo matters. The BPM has to match the rhythm of the conversation, otherwise it feels off.
After all that, I mixed the whole thing. It came out great, and the campaign was a success. Just goes to show, you keep learning the most by actually doing the work. Sound never stops surprising me.
