Yesterday, DDB Los Angeles Began its new campaign for Deus Ex: Human Revolution. The most important part of the new campaign, two thirty-second television spots featuring more as of yet unseen game footage, are scored by an original song created specifically for the campaign. The song, titled My World, was created by Transmissions, a newly formed Southern California-based duo featuring Susanna Waiche, one of the vocalists for Dirty Projectors, and Kenseth Thibideau from Pinback, among many other bands. This song is not only their debut song, but also marks their formation as a band.
“Today, in cooperation with artists, agencies are able to create and use music on behalf of brands in completely new ways,” said Eric Johnson (aka DJ Bunny Ears), executive producer of music & integration at DDB. “Increasingly, we have the opportunity to collaborate on projects that go far beyond traditional licensing deals, and this opens new doors for a different kind of creative and production process on all sides. The musical accompaniment for Deus Ex: Human Revolution is an exciting example of that kind of innovation, and a great illustration of working upstream in the creative process to create something truly unique.”
When DDB began looking for the right music for the campaign, they decided that the normal searching process would not cut it, and began a unique process to find the perfect song. Working with Beta Petrol, the agency contacted over a dozen indie artists and asked them to submit their original take on the journey of Deus Ex: Human Revolution’s main character, Adam Jensen. After selecting the Transmissions song, DDB licensed the chosen music, which the artists have released as a full-length track on iTunes. Bryan Ray Turcotte, Music Supervisor at Beta Petrol commented, “DDB has been a great partner on this project, giving us the freedom to experiment and take risks with creative direction and the artists we chose to collaborate with.”
Sébastien Bisch, Marketing and Communication Director at Eidos-Montreal added, “For our TV campaign, we needed to find a song which was full of emotion and conveyed the energy of the game, while keeping in line with the game’s musical tone. We are incredibly excited to see that our creative collaboration with DDB, Beta Patrol and Transmissions resulted in the creation of such a great song, which brings the story of Deus Ex: Human Revolution to life in a profound way.”