|
Sonic branding is an association of a product and/or trademark and a music or sound. Serginho will speak about how the right music can guarantee the success of an advertising campaign.
Serginho Rezende arrived at São Paulo in 1995 and today is the owner of Comando S, a creation company that had innovated the musical production concept in the city. The musician -- that started to play percussion at the age of eight years old and piano and guitars after that -- is graduated Civil Engineering. However, music is his truly professional vocation.
In 1995 after a period of shows with his band in São Paulo, Rezende was invited by the advertiser Luciano Kurban, from Voicez, to work as a producer at the agency. There he had the opportunity to work with several of the greatest directors of the advertisement sector, producing for clients such as Coca-Cola, Pepsi, Audi, Itaú Personnalité and Banco Real. He also had the chance to work with the director Fernando Meireles, among others musicians who had participated of soundtrack production of “Cidade dos Homens”, TV series inspired on the blockbuster “Cidade de Deus”.
In 2004 Rezende decided to go solo and opened his own businesses, Comando S., aiming to control the sound and to offer sensibility to create the best soundtrack.
The producer affirms that, to define the perfect soundtrack, it is necessary first to align expectations and interests with the screenplay writer and the director, and to deeply know the client and/or product of the campaign. With this philosophy, Serginho Rezende is the author of several soundtracks and jingles. |