Client / Advertiser
What modern light can we shed on a 100-year-old process to best honor authenticity in an age of ever-iterating new coolest things? How do we convey both innovative design and handcrafted artistry?
Drawing on the vernacular from gospel services he attended as a child in a Texas prison (long story, never incarcerated) Charlie Campbell penned a new field song on the theme that work properly done has near religious significance. The voices of Caleb Klauder and Reeb Williams–with some studio wizardry–complete the illusion of an archival recording.
The vintage lyrics and melody were then married with a rhythm digitally created from the sounds of the workshop machinery recorded on location. That choice harmonized the new with the old into an arresting whole.
The result is thoroughly modern but convincingly rooted in tradition.
Justin Leach (owner/making) at Leach Knives tends to be man of few words, so we took his initial text response to the finished piece as proof positive that he was happy with it: "Just watched it on the big screen and Jesus Christ air that fucker during the Super Bowl”
Charlie Campbell, Lead Composer, Composed the piece of music, recording engineer, mixing
John Clark, Director/DP, Directed, shot and designed the piece
Andrea Ball, Editor, Edited the visuals
Julie Hotz, Colorist, Colorized the final edit
Caleb Klauder, Vocalist, Sang on the track
Reeb Willms, Vocalist, Sang on the track
Chris Slusarenko, Producer, Oversaw production schedule and development