audioEngine’s Carl Mandelbaum Creates Maximum Impact For New Balance
New Balance puts their best foot forward in their latest ad campaign. According to Arnold Worldwide executive producer William Near, “The new Minimus running shoe from New Balance replicates the barefoot running experience and connects the runner to the running surface.” The action-packed spot “1010 Connect,” crafted by Arnold Worldwide and Lost Planet, takes viewers along for the ride as athletes sprint, splash and tumble their way through a challenging all-terrain course, with audio that connects at every footfall.
Using organic sounds captured on set and an original recording of the gospel classic “Dem Bones” by Lateef The Truth Speaker & Chief Xcel, Lost Planet’s Max Koepke developed an exquisite sonic collage that highlights every impact of the run – and that’s where audioEngine’s Carl Mandelbaum came in. Mandelbaum’s skillfull mix brings rumbling runners’ feet, trickling rainwater, rustling leaves and splattering mud all effortlessly into the music, to fully immerse the viewer in the runner’s experience and convey the heightened performance of New Balance. According to Mandelbaum, the spot’s sound “was more impressionistic than literal. We needed to bring the audience into a runner’s body, to tell the story in an abstract way that would excite their senses.” The mix ends with an assertive male voiceover announcing the Minimus 1010 running shoe, wrapping up a spot that is just as entertaining to hear as it is to watch.