Yessian Makes Tracks, Amp For Lincoln
February 24, 2017 by Screenmag
Yessian Music recently completed work on a spot that went beyond the standard TV commercial.
Collaborating with automaker Lincoln and their agency Hudson Rouge for a spot that aired during the Grammy Awards for the Continental, they helped build a custom Lincoln-branded amp while working with Blues player Gary Clark Jr. on the music that underpinned it all.
"This was a unique opportunity to be involved as a creative partner and lend our expertise very early on in the project of this scope that included creating a custom amp and recording and producing full length songs and music videos," said Marlene Bartos, Yessian EP/Managing Director. "We’re thrilled and grateful that the stars aligned on this one and we were able to work for an iconic American brand like Lincoln, along with a gifted artist like Gary Clark Jr. and an extremely talented team at Hudson Rouge."
Clark mixed and produced the spot with Yessian's in-house EP Gerard Smerek (himself a Grammy Award winner), recorded full songs, music videos and documentaries. The project took a total of five months and is the biggest music initiative in Lincoln’s history.
"We worked hard to capture the spontaneous genius of Gary in these different environments," Smerek said. "Capturing those moments while satisfying the needs of our client meant being as flexible as possible and technically prepared for anything."
Smerek said that working with Clark made the project that much more memorable for him.
"We had the chance to put a fresh edge on a iconic genre of music," he said. "It was a chance for me to channel all my sonic wild guitar fantasies. I felt like I was recording Band Of Gypsies or Are you Experienced."
CLIENT: THE LINCOLN MOTOR COMPANY
Jon Pearce - EVP Global CCO
Jeff Payne - SVP Group Creative Director
Luke Partridge - CD Art
Brett Minieri - CD Copy
Mary Ellen Verrusio - Executive Producer
Doug Malloy - EVP, Group Managing Director
Eileen Lyons-Leagon - SVP, Group Account Director Lincoln
Dianna Zheng - Sr Account Executive
Ashley Davidson - CD, Brand Publishing
Ron Kirkman - VP, Integrated Production Business Manager
Charlotte Curiston - VP, Advertising Compliance Manager
Sabrina DelPiore - VP, Director of Rights & Licensing
Josh + Xander - Directors
Jim Bouvet - EP
Cathy Dunn - Head of Production
Diane Castrup - Diane Castrup
Thaddeus Herrick - Production Supervisor
Mark Robinson - Assistant Director
W Talent Management
Gary Clark Jr. - Musician
Scooter Weintraub - Manager
Pam Adams - Manager
Kris Krishna - Management
Dave Holman - Production/Guitar & Amp Tech
Jacob Sciba - Arlyn Studios Head Engineer
Maura Woodward - EP
Anne Lai - Producer
Thomas Grove Carter - Editor
Mark Potter - Editor BTS
YESSIAN MUSIC & SOUND
“The Healing” - Song
Marlene Bartos - Executive Producer
Gerarad Smerek - Mixer/Recordist/Producer
Andy Grush - Creative Director
Laura Woolley - Business Manager
Michael Yessian - Head of Production
Brian Yessian - CCO
Jeremy Moore - Head of Production
Diana Dayrit - Producer