Wolf Appliances and agency The Richards Group recently launched the “Reclaim the Kitchen” campaign meant to inspire families to prepare and eat meals together. At the center of this initiative is a film that shows audiences the joys of home cooking. Lucky Post’s Scottie Richardson, based in Dallas, created the sound design, music edit and the final mix for the three-minute, stop-motion piece directed by Brikk.
In Reclaim the Kitchen the viewer’s perspective is sitting at a dinner table or making tasty dishes. There are statistics, meal suggestions and recipes. You can see the film on http://www.reclaimthekitchen.com, a site created to offer “tools to cook with confidence.”
We checked in with Richardson in order to dig a bit deeper into the sound and music.
When did you first meet with the agency?
I was put on hold by The Richards Group producer David Rucker, but didn’t truly know what the job would be. I only knew that I was working on a video for Wolf and I had two days to work on my own before the creative team would come in. David and I had just worked on a huge Chrysler campaign so there was a strong trust factor going in.
What direction did they give or were they open to ideas?
The concept behind the Wolf project is “reclaim the kitchen,” getting people together to share home-cooked meals. It’s not meant to badger viewers; it’s more like, “Wow, what have I been missing? I can do this!” Inspiring and whimsical. In terms of the sound, I was just told to “do what I do.” That’s a dream on any project — to have the time to immerse yourself in the narrative. I wanted the sound design to match the integrity of this initiative.
There are many layers of sounds — the home, cooking, technology. What were you trying to convey with the audio?
The creatives did an unbelievable job creating a sweeping yet simple message. Preparing a meal isn’t just about the food. Time is ticking, money matters and family are all important. These factors are influenced by myriad circumstances, but rather than ignore them, they’re addressed head-on. The sounds outside the kitchen are designed to resonate with viewers, to put them in these moments that influence their meal decisions. Phones are often seen as tools that distract us from our family time, but they can be used to help with family participation — Googling recipes, meal-planning apps, converting measurements — there are ways to use these tools mindfully and together. Fast food may be a modern solution to creating more time with your family, but if that time is allocated to a mission in the kitchen, your time is invested in camaraderie.
In some cases the sound was meant to add atmosphere, while in other cases it was to specifically key off of what was happening on screen. We used it to interplay with the voiceover script. There is a scene nearing the end that is a tight close-up of a food scale. Meanwhile, you hear a ticking from a stopwatch as the camera pulls out to reveal that it is a food scale. That sound was to accent the voiceover talking about “time” rather than the image, but it provides a nice juxtaposition. Overall, the goal was to key off of the verbal cues and visuals with both sound design and music edits so they were additional characters in the narrative. In some sections, we chose an absence of sound to allow moments to breathe and stand out. This piece was designed to inspire people to recalibrate, be somewhat introspective and learn, but not feel intimidated, so creating moments to process were crucial.
Can you talk about creating the sounds?
I have a large sound effects library that I’ve built over the last 20 years. I start with using the logical pre-recorded, time-tested sounds as a baseline. On this particular job I pulled from my stock library but also Foley’d lots of sounds. I like to be musical with sound design, so I am constantly making sure the sounds work with the music track in tone or pitch. Sometimes that’s using verb and delay to match the music and its space, or pitching things up or down. Being a musician I like to use musical effects like cymbals or shakers to accent things as well. These elements integrated well on this project because Breed’s music track was so lively and elegant.
What about the mix?
At the end of the day what the voiceover is saying is important, like the vocals to a great song. I made sure all of that was clear, then I experimented with the music and sound design. I built a nice bed for the voice to lay in that would hopefully let the poignancy of the message resonate. Sometimes it’s best to just feel the sound and not actually be able to articulate what it is. You miss it if it is gone but you can’t actually say, “That was a scooter running over an umbrella.”
You wore a few different hats on this one. Can you talk about that?
Well at first it was as a sound designer. I created a sound scape from beginning to end of the cut. Then I brought in the editor’s sound design and went through to see if anything clashed or to see what needed to be replaced or enhanced. When agency creative Dave Longfield came into the session, he had very specific things he wanted to try with the music, so we spent a half-day cutting up the music stems and trying out things to hit with picture. Breed’s music was amazing. It balanced the narrative with energy and the intelligence of the message. After that, we edited dialog, trying out various takes and pacing that felt right. This was followed by the mixing stage to bring it all together.
What tools do you call on?
This was all built and mixed in Avid Pro Tools. One tool I use often on sound design is Omnisphere by Spectrasonics. This allows me to make more music sound effects and really transform them into something new.
Where do you find inspiration?
Honestly all over. Art, movies, music. One of my favorite groups as a young kid was The Art Of Noise. I just loved how they made music out of door slams and breaking glass. I love how layering many sounds together make one solid sound. I enjoy seeing a good movie and hearing how they use a sound you wouldn’t think of for what you are seeing, or how the absence of sound speaks better than having one.
Finally, how did this project influence you personally?
I am truly the healthiest I have been in a long, long time. I have not had fast food in over three months and we have been cooking as a family every night for dinner. I’m avidly researching recipes and trying to one-up the next meal. This is a project that changed my lifestyle for the better. I didn’t see that coming.