PrimalScream Music & Sound Speaks Alien With McDonald’s Earth’s Treasure

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Aliens abound in the new “Earth’s Treasure” spot for McDonald’s via agency Moroch directed by BRW USA’s Fred Raimondi with narrative enhancing music and sound design created by PrimalScream Music. It’s a visual effects-heavy homage to sci-fi blockbusters that deftly transitions tone from creature thriller to its surprise conclusion.

Feature film intensity informs each aspect of the commercial’s production, where every element unites to produce the ultimate film styled experience. Accordingly, the team assembled for the production has deep roots in features and advertising, from award-winning director Fred Raimondi to PrimalScream Music’s selected composer George Kallis whose talent for blending cinematic boldness with humor was ideal for the project’s tone. Raimondi tapped preeminent character designer Tully Summers (Avatar, Green Lantern, Tron) to help design the commercial’s alien stars. To add depth to these original characters, PrimalScream Music developed and recorded an alien language, and designed high intensity sound design to support the unfolding action and soda-inspired transformation. To view:

Agency Copywriter Gavin James says: "We wanted an audio landscape that painted a mood but didn't overpower story. This would be a delicate balance between score and sound design; we wanted sounds unique to this alien world, these characters, and their environment, yet we still wanted it to be grounded in something relatable. PrimalScream Music nailed that balance and really helped elevate the spot" Director Fred Raimondi agrees, “Nicole and PrimalScream Music really nailed it, from the music to the voices and sound design. It all worked together perfectly.” About PrimalScream Music & Sound: PrimalScream Music creates original music and sound for all media; commercials, television, film, movie trailers, games, and branding. For PrimalScream Music, this has been an exciting summer of bold orchestral scores including the recently released “The V” for Summer’s Eve – an audacious story of love, power and hygiene for which PrimalScream Music created original, filmic score recorded live by a massive orchestra and choir. PrimalScream Music also wrote and produced a dramatic score and recorded a live orchestra for Firestone’s “One Hundred Years” which debuted during the Indy 500. For more on PrimalScream Music please visit the company’s recently revamped website at

. Agency: Moroch Executive Creative Director: Bob Shallcross Copywriter: Gavin James Art Director: David Soames Broadcast Director: Kathleen Torres Production Co. BRW USA Director: Fred Raimondi EP: Andy Traines EP: Gianfilippo Pedrotti Character Design: Tully Summers Music, Sound Design, Character Voices: PrimalScream Music & Sound Creative Director/Executive Producer: Nicole Dionne Composer: George Kallis Sound Designer: Stuart Brawley Alien Voice Creation: Stuart Brawley VFX/Animation: The Mission Executive Producer: Michael Pardee Animation Director: Piotr Karwas Creative Director: Rob Trent Lead Compositor: Christopher Moore Compositor: Katrina Salicrup VFX Producer: Diana Cheng Animator: Alfonso Alpuerto Animator: Nicole Herr Modeler: Chad Fehmie Modeler: Raul Dominguez Rigger: Nole Murphy Texturer: James Lee Lighter: Oliver Arnold