Start the party
Start the party
Start the party
Start the party
Fairy’s “Start the Party” campaign was designed for social media product advertising, where a few influencers showcased the product in their own unique way—through dance.
- Year
- Apr 2021
- Category
- Cinematic
- Type
- Advertising
- Contribution
- Sound Design
The process
The idea was simple and fun: when you use Fairy dishwasher capsules, you just pop one in and that’s it. No extra effort needed. While the dishes take care of themselves, you’ve got a moment for yourself. Maybe even a little dance. That’s where “Fairy starts the party” comes from, because you’re free to enjoy the pause.
The agency and client came up with the video concept and needed the right soundtrack to bring it to life and support the message. Getting to the right sound wasn’t random. I had to look at it from multiple angles. The track needed to feel party-ready, but not like a club track. More like a private, at-home vibe. Something you could dance to, light and playful, with fun, silly instruments that felt good for all ages, from kids to grown-ups.
I also wanted the lyrics to describe what was happening, but in a creative way. Not just music that plays in the background, but something that fits the picture and pulls you into the action.
Once I landed on the right version, I synced it across all video cuts. For the official version, we used female vocals that matched the campaign’s upbeat mood. But there was a fun twist: one of the clips featured chef Adrian Hădean dancing, so I replaced the female vocals with baritone male voices, singing a line originally written for a high register. The contrast made it even more fun, and it worked perfectly with the video.
References:
The soundtrack
Almost every time I’m hired to create music or sound design for a project, I produce and arrange multiple versions alongside the main theme. It gives me the flexibility to adapt when the brief evolves or the direction shifts.
That’s why, even in the early research phase, I start planning alternative creative paths that I can use later during production.
By the end of this project, I worked closely with the client to pick the version that best represented the main theme. The other tracks were used for social posts and different edits.
Below you’ll find a few audio versions I created for this campaign.