Corporate Audio (Radio & TVC)

I have spent a significant amount of time working in radio advertising. I’ve recorded, edited, and produced them, along with creating music, mixing and mastering them. I’ve done radio ads working directly with brands or through agencies all over the Middle East, as well as Europe. Some of them include Red Bull, BMW, Rolls Royce, Forever21, Dodge, JEEP, The Prime ministers’ office, etc. Suffice to say, I know my radio ads.

Often the biggest mistakes brands make when working with radio ads is they overproduce them. Too much music, too much FX, lots of panning. I often take the time to explain that it’s critical to consider how the customer experiences the ad. Typically they’re in a car, either in traffic or while driving and their car system might not be great – there is most likely static on the radio so often the nuances are lost on the customer. An effective radio ad is punchy, loud, it gets the point across and has a simple yet effective call to action. These are the elements that grab a listener’s attention and help them remember the parts you want them to remember as a brand. If you’ve achieved that, you’ve produced an effective radio ad. I’ve tried not to include too many because the formats are similar, but below are just a few unique pieces of work from the thousands I have done over a decade-long career.

TVC’s (TV commercials) usually make for a more interesting project. Often if I’ve been working with a brand for so long they will send me both their radio and TVC’s to produce. TVC’s require a more unique approach as they usually have some sound design and if they’re aimed for TV and not social media their sound design is a bit more nuanced as the customer typically experiences it in the comfort of their own home on a decent sound system (as most commercially available ones are pretty high quality these days).

Some of my work below:

Fiat