ROLE: EXECUTIVE CREATIVE DIRECTOR, COMPOSER
Composers: Nyles Lannon, Eric Stamile
Voice: Scarlett Johansson
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To optimize WNYC's On-AIR IMAGE, I led a comprehensive audio identity overhaul that included strategy, original music, a new audio logo, and a new brand voice.
WNYC wanted every bit of their broadcast to reflect and reinforce their position as a modern, relevant source of information and culture in New York City. I led extensive interviews with all departments heads and stakeholders, and armed with a complete understanding of WNYC’s needs and aspirations, crafted a new station tagline, “Just keep listening,” as an evolution of our “Never turn it off” campaign.
In addition to a unique, forward-thinking audio logo, WNYC needed an original music package worthy of the leading public radio station in America. We incorporated diverse influences into an eclectic set of original music beds with different options for each day-part.
We produced a massive audio package to elevate and evolve their brand, complete with IDs, strategic positioning, music playlists, and style guides addressing everything from script-writing to VO casting.
And as a final step, I cast and directed Scarlett Johansson as a new youthful and approachable brand voice. To the left, you can sample a selection of these IDs with our original music.