The brief was to work with the director and agency on behalf of the brand to craft a piece of music that complemented the visuals.

Zoetis is a global animal health company that supplies a variety of services. And as we all know, animals are central to the lives of many people as well, so the goal of the finished work was to reflect Zoetis' impact on the consumers and their loved ones.

Originally, the music brief included a song from the Minari soundtrack, but it unfolded into an original folk song in the vein of John Prine. After we presented a variety of songs from our catalogue and several rounds of original compositions, it was the song "Think of Me" that completed the objective for both director and agency. The composition achieved the perfect balance of filmic, etherealness from the original brief, and the singer-songwriter qualities of the latter.

The creative idea stemmed from our client's request for a modern folk song that would match the stunning visual storyline. The composer started with a guitar-line, then built it out with sparse piano melodies, and completed it with her original lyrics and vocal stylings.

Chiefly, the verse "Only love can shake your bones / only love can make a home like this" is thematic throughout the captivating shots of ranchers, the hero character of the older woman, her family, and the horse. In this way, the composer scored the film with the purpose to echo the creative brief and materials presented, without being too on the nose or overly-emotional.

Our strategy as the music company was to join together the worlds of an orchestral cinematic song with a genuine and original song. It was important to find someone who was capable of creating a song for the brief, not using anything pre-existing or doing a cover.

The song itself could not be overly-complicated, it begged for simplicity and purity in performance. Creatively, we internally strategized to find an artist and composer who could take this direction easily, which is especially important when working with a longer form spot such as this one.

The song was implemented later in the production process. Throughout two months, we presented a variety of genres and songs to the agency who then relayed it to the client. Ultimately, the song was crafted along with the finished picture as an original song and score.

The music was mixed and finished in late November and the spot first appeared online in December 2021 and continued to air throughout January. There is also a :30 version, which is a cutdown of the original longform piece.

The spot's reach is still hard to gauge as the campaign is still progressing. Its engagement and impact, however, is quite widespread. The music was named as number one in the Top Music Charts on Shoot Online for Quarter 1 in 2022. It was also featured in various outlets like Little Black Book Online, AdAge, and Shots.

The brand Zoetis appeals and relates most to the rural and farming communities, and knowing this, the music also feels like a song ripped from any local open mic night in small-town America, yet with the hi-fidelity production qualities from a recording studio.