We were asked by Circus Maximus to create original music for Cove, a new wellness product developed by Feelmore Labs that supports mental calm, clarity, and well-being. The spot features NBA player Kevin Love, an avid user of the product.
FSMG was tasked with creating customs pieces that spoke to both the warm, organic character of the meditative practice while also highlighting the technological innovation of the product. The client had been unsatisfied with previous musical options as they felt too cold and detached. Working closely with the agency, we landed on a palette of vibrant analog synths & ambiance to reflect mental calm and clarity, while incorporating driving, future-oriented percussion as a nod to the technology involved. We asked FSMG artists James Beer and Carmine Mattia, both of whom blend analog synthesis and organic production in their own work, to compose custom pieces. Ultimately, the piece selected “Mindful Magic” feels human, innovative, and intentional.