When the creative team at Circus Maximus approached FSMG for custom music on La Colombe’s “For the Love of Real” campaign, we were thrilled to find that the artists & references hit so close to our musical core. As a Philadelphia-based brand, it was crucial that our pieces reflect the virtues of creativity and grit that define The City of Brotherly Love.
Our conversations with the creative team about the aesthetic of the campaign brought to mind a range of musical references from classics like Funkadelic and 90’s legends like The Roots, A Tribe Called Quest, and De La Soul, to heavy-hitters of modern hip hop like Anderson Paak, Pusha T, & Brockhampton. we set out to create tracks that spoke to and accentuated the creativity and grit that La Colombe inherits from its birthplace.
We kicked off our production with a drum tracking session at Strange Weather in Brooklyn, NY where we put down authentic hip-hop drums with legendary drummer Lenny “The Ox” Reese (Demi Lovato, DJ Premier, Run DMC, Lunchmoney Lewis, M.O.P, Kimbra, Joey Bada$, Gentei Kaijo).
Our producers from Philly, NYC and LA used our drum tracks to create 8 original custom demos, blending real drums & classic sampling with modern production, all of which exude the swagger and love-of-real that is ground into La Colombe’s delicious coffee.
Ultimately, Franco Colon won out with his piece “Rwanda” – an elegantly executed production with tape-smacked drums, punchy horns and infectious vocal chops.
Final takeaways: This project was ultimately successful for two reasons: first, top notch production, notes, and direction from the agency and brand. Second, creative alignment on a direction that reflected both the ethos of the brand and campaign, but also the musical artists who would ultimately create its soundtrack. That is FSMG’s Love of Real.