Eleven mixes two Jurassic-themed Target spots

Jeff Payne, founder/mixer at Santa Monica’s audio post studio Eleven, helped bring dinosaurs to life — well, kind of — for two new Target spots, Dino Clash and Giant Steps. The spots coincided with the recent release of Jurassic World: Fallen Kingdom.

Dino Clash begins with the shadow of a dinosaur roaming a toy city where its shadow meets another dino shadow. We then see a boy and a girl each holding a toy dino, giggling and roaring. The girl starts singing the Jurassic Park theme song, which is then taken over by the original music musical. It plays while the Jurassic World logo appears followed by the Target logo and the tagline, “Jurassic World gear is here.”

Giant Steps also begins with the shadow of a dinosaur roaming a suburban street toy street. The camera lands on a toy car that is suddenly crushed by a roaring boy’s tiny foot. He is wearing a dino mask and roaring, then his roar morphs into one of a “real” dinosaur.

Eleven was brought in after the final picture edit had been completed. While the sound design and music for this spot was done by Antfood, Payne says he did “a bit of additional sound design to ‘plus the spot.’ I added more aggressive booms for footsteps, remixed the city sounds, added some ambience under the kids scene and did some editing of the sound design from what was provided.

“The sound design splits were a challenge because the backgrounds were already pre-mixed i.e.: city ambiance was married with siren, etc., so I had to do some cutting around to have better control over the individual sounds.”

Payne says the main challenge of the job was editing the backend music to match the different art cards that were changing while they were mixing. “The goal is always to make the ‘hits’ hit correctly on the visual as well as making it in time musically.”

Payne used an Avid Pro Tools HD X with an Avid S6 console to complete the job.


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