NAMES: Matt Cimino and Greg Carlson
COMPANY: 3008 Editorial in Dallas
WHAT’S YOUR JOB TITLE?
Cimino: We are sound designers/mixers.
WHAT DOES THAT ENTAIL?
Cimino: Audio is a storytelling tool. Our job is to enhance the story directly or indirectly and create the illusion of depth, space and a sense of motion with creative sound design and then mix that live in the environment of the visuals.
Carlson: And whenever someone asks, I always tend to prioritize sound design before mixing. Although I love every aspect of what we do, when a spot hits my room as a blank slate, it’s really the sound design that can take it down a hundred different paths. And for me, it doesn’t get better than that.
WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
Carlson: I’m not sure a brief job title can encompass what anyone really does. I am a composer as well as a sound designer/mixer, so I bring that aspect into my work. I love musical elements that help stitch a unified sound into a project.
Cimino: That there really isn’t “a button” for that!
WHAT’S YOUR FAVORITE PART OF THE JOB?
Carlson: The freedom. Having the opportunity to take a project where I think it should go and along the way, pushing it to the edge and back. Experimenting and adapting makes every spot a completely new trip.
Cimino: I agree. It’s the challenge of creating an expressive and aesthetically pleasing experience by taking the soundtrack to a whole new level.
WHAT’S YOUR LEAST FAVORITE?
Cimino: Not Much. However, being an imperfect perfectionist, I get pretty bummed when I do not have enough time to perfect the job.
Carlson: People always say, “It’s so peaceful and quiet in the studio, as if the world is tuned out.” The downside of that is producer-induced near heart attacks. See, when you’re rocking out at max volume and facing away from the door, well, people tend to come in and accidentally scare you to death.
WHAT IS YOUR FAVORITE TIME OF THE DAY?
Cimino: I’m a morning person!
Carlson: Time is an abstract notion in a dark room with no windows, so no time in particular. However, the funniest time of day is when you notice you’re listening about 15 dB louder than the start of the day. Loud is better.
IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
Cimino: Carny. Or Evel Knievel.
Carlson: Construction/carpentry. Before audio, I had lots of gritty “hands-on” jobs. My dad taught me about work ethic, to get my hands dirty and to take pride in everything. I take that same approach with every spot I touch. Now I just sit in a nice chair while doing it.
WHY DID YOU CHOOSE THIS PROFESSION? HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
Cimino: I’ve had a love for music since high school. I used to read all the liner notes on my vinyl. One day I remember going through my father’s records and thinking at that moment, I want to be that “sound engineer” listed in the notes. This led me to study audio at Columbia College in Chicago. I quickly gravitated towards post production audio classes and training. When I wasn’t recording and mixing music, I was doing creative sound design.
Carlson: I was always good with numbers and went to Michigan State to be an accountant. But two years in, I was unhappy. All I wanted was to work on music and compose, so I switched to audio engineering and never looked back. I knew the second I walked into my first studio, I had found my calling. People always say there isn’t a dream job; I disagree.
CAN YOU DESCRIBE YOUR COMPANY?
Cimino: A fun, stress-free environment full of artistry and technology.
Carlson: It is a place I look forward to every day. It’s like a family, solely focused on great creative.
CAN YOU NAME SOME RECENT SPOTS YOU HAVE WORKED ON?
Cimino: Snapple, RAM, Jeep, Universal Orlando, Cricket Wireless, Maserati.
Carlson: AT&T, Lay’s, McDonald’s, Bridgestone Golf.
WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
Carlson: It’s nearly impossible to pick one, but there is a project I see as pivotal in my time here in Dallas. It was shortly after I arrived six years ago. I think it was a boost to my confidence and in turn, enhanced my style. The client was The Home Depot and the campaign was Lets Do This. A creative I admire greatly here in town gave me the chance to spearhead the sonic approach for the work. There are many moments, milestones and memories, but this was a special project to me.
Cimino: There are so many. One of the most fun campaigns I worked on was for Snapple, where each spot opened with the “pop!” of the Snapple cap. I recorded several pops (close-miced) and selected one that I manipulated to sound larger than life but also retain the sound of the brands signature cap pop being opened. After the cap pops, the spot transforms into an exploding fruit infusion. The sound was created by smashing Snapple bottles for the glass break, crushing, smashing and squishing fruit with my hands, and using a hydrophone to record splashing and underwater sounds to create the slow-motion effect of the fruit morphing. So much fun.
NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
Cimino: During a mix, my go-tos are iZotope, Sound Toys and Slate Digital. Outside the studio I can’t live without my Apple!
Carlson: ProTools, all things iZotope, Native Instruments.
THIS IS A HIGH-STRESS JOB WITH DEADLINES AND CLIENT EXPECTATIONS. WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
Cimino: Family and friends. I love watching my kiddos play select soccer. Relaxing pool or beachside with a craft cider. Or on a single path/trail with my mountain bike.
Carlson: I work on my home, build things, like to be outside. When I need to detach for a bit, I prefer dangerous power tools or being on a body of water.