Bronze
Music & Sound
Music Adaptation - Song
| Entrant: | Sneak Attack Music, Detroit |
| Brand: | Jordan |
| Title: | "Beyond" |
| Corporate Name of Client: | Jordan |
| Agency: | Uncommon Creative Studio, London |
| Production Company: | Birth, Paris |
| Director: | IllimitéWorld |
| Music Production Company: | Sneak Attack Music, Detroit |
| Music Executive Producers: | Fabian Halabou/Rob Dennler |
| Music Supervisors: | JT Griffith/Jeremy Daw |
| Music Arrangers: | Mika Abadie/Aurélien Rubod |
| Music Performed By: | BLEUE |
| Song Title: | Mes Joies Quotidiennes |
Description:
With a disused bank building as our makeshift court, the game is full of surprises, beginning with the arrival of our NBA stars, to Teyana Taylor and some dancers, and finally culminating with a surprise appearance by Michael Jordan himself.
The spot features Mathé Altéry’s “Mes Joies Quotidiennes," a French-language version of "My Favorite Things" from The Sound Of Music, as its source material.
The melody itself is ubiquitous enough that even using a translated version still conveys the pure joy expressed in the film.
In approaching the remix, we aimed to communicate that joy while leaning into the mix of cultures portrayed in the film. Hip hop and basketball have been culturally intertwined for decades, so giving it that treatment speaks to the cross-section of NBA basketball, the Jordan brand, and our Parisian setting.
We also aimed to view it through the lens of 90s French hip hop, which feels cinematic in its production, and further acknowledges our setting. The muted trumpet towards the end of the remix is reminiscent of Miles Davis's work on the French film Elevator To The Gallows, another famous example of the juxtaposition of American and French art forms.
Finally, the moment when Michael Jordan appears is so filled with pure joy, that we snap out of our remix and transition back to the original version of the song, allowing the lyrics and original orchestration play out the exuberance that everyone is feeling.