Wave NY continues Cannes-winning collaboration with New York Times and Droga5 with an ad on gender equality

Ads, Creativity

On the heels of their ground-breaking collaboration on “The Truth Is Worth It” campaign for the New York Times, which took home 10 Lions at the 2019 Cannes Lions International Festival of Creativity, including the prestigious Grand Prix in Film Craft, Wave Studios has partnered again with agency Droga5 on the latest spot in the ongoing campaign.

The piece “Long Fight” features sound design and mix from Partner/Creative Director, Aaron Reynolds, along with work by Sound Design/Mixer Jonny Platt, based in Wave’s London studio. Reynolds, who’s crafted the sound design and mix on the previous spots on the campaign, says: “The campaign is compelling and powerful, and we’re very grateful to have had the opportunity to collaborate with such a creative agency like Droga5. Through this partnership, we pushed boundaries, experimented, and created work we’re so proud of.”

In addition to Cannes, the campaign overall has been honored by AICP Post (Best Sound Design), D&AD (Graphite Pencil), One Show (Gold for campaign, and individual spot “Fearlessness”), New York Film Festival (Gold), AMP (Best Mix, Best Sound Design and Best in Show), Clios (Silver for Best Sound Design), with other major ad festivals still to come.

Closing out Wave’s first year in New York with a Cannes Lion Grand Prix was more than the team could have hoped for. “You never know what to expect, moving to another market and opening up an office in a competitive city like New York,” Reynolds adds. “So to be given the opportunity to work on such an impactful, inspired project with some of the best creatives in the business, is  a great way to begin our tenure in the city.”

With steadily booked up studios and a growing roster of clients including Droga5, Johannes Leonardo, and 72andsunny to name a few, Wave has quickly reinforced their reputation as a top studio, and for Vicky Ferraro, Executive Producer, the success of Wave’s New York office is no accident.

“Wave’s reputation abroad has helped open a lot of doors in New York — the agency creatives and producers here know Wave’s work and come to us saying they want our talent to work on their projects,” Ferraro says. “The fact that we have global resources to pull from, which can be a life-saver for time sensitive projects, is also extremely helpful.”

Ferraro adds, “But I also think we’re beginning to see a shift from the business model of the post house that can do a little of everything from production to finishing, back to creative specialists. In the case of Wave Studios, we’re not trying to do everything, we’re trying to do our best creative sound design and mix work. And based on our first year in New York, it’s an idea that is resonating.”