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For one of their latest advertisements, Sony and Fallon/London have partnered to transform the Icelandic town, Seydisfjordur, into a giant sound speaker system. A short film, titled Soundville, and number of commercials/teasers were produced to document the town’s transformation. Seydisfjordur was chosen due to its modest population of roughly 800 people and lack of traffic – meaning more of a pure acoustic space. No actors were used in the film, so the viewer gets to really see how the town’s residents reacted to sounds and echoes generated through the pervasive sound system.
Sound serves as the centerpiece of the latest release from the Sony and Fallon/London partnership, Soundville, a short film that documents three days in the life of the Icelandic town of Seydisfjordur, after it's been transformed into a giant soundspeaker system. Fallon's Juan Cabral, who has masterminded Sony's ambitious creative endeavors since Bravia's color-filled Balls, talks about his latest feat, which brought in a surprising range of collaborators—from Seydisfjordur's townspeople themselves, to Sigur Ros' concert team and even his own brother, musician Fede Cabral.
The sound is obviously a driving component of this piece. How did you go about selecting the music? A lot of music was composed specifically for the project. Richard Fearless from Death in Vegas collaborated a lot. He recorded more than half an hour of original material: sounds, beats, atmospheric sequences, etc. Mum composed some beautiful tracks as well. I also asked my brother to record something and three days before the shoot he sent this wonderful little song, which we played to the sheep.