SOURCE: Expansion Team

October 09, 2006 11:26 ET

Expansion Team Partners With DDB New York, Traktor and Diet Pepsi on Cutting-Edge Commerical

NEW YORK, NY -- (MARKET WIRE) -- October 9, 2006 --Known for original music production, Expansion Team has partnered with advertising firm DDB New York and Diet Pepsi on creating an authentic score for their Diet Pepsi Jazz commercial. Not settling for just any musical jingle, DDB selected Expansion Team to compose a musical piece that captures the innovative vibe Diet Pepsi was seeking for their new product, Diet Pepsi Jazz. This musical composition is included in the Diet Pepsi Jazz pop-up advertisement running in People magazine the week of October 10, 2006.

On board to direct the commercial was the award-winning collective known as Traktor, creators of commercials for Nike, FedEx, MTV and music videos for Madonna, Basement Jaxx, etc. Those involved desired an authentic and contemporary jazz piece reflecting Traktor's vision (a stylish woman whose world transforms into musical syncopation after opening a Diet Pepsi Jazz). The sounds of the city are replaced by real musical instruments; a jackhammer becomes drums, a traffic cop's whistle becomes a flute and people yelling at each other become lighthearted scat/singing.

Expansion Team's founder and CEO, Alex Moulton explains, "This is exactly the type of project that we love being involved with. Elizabeth Hodge (Producer for DDB) was intent on finding a composer that could create a real jazz piece scored to picture and bring an electronic 'remix' flavor while nailing the whimsical sense of humor Traktor is so well known for. DDB and Tracktor quickly fell in love with Genji Siraisi and his music. Siraisi's flexibility as a composer and his attention to detail never cease to amaze me."

Traktor's Jim Bouvet adds, "Sometimes in life you need people who can shake it vigorously. Expansion Team delivered increasingly magnificent concoctions while we kept moving the goalposts and blurring the lines. A very enjoyable process indeed."

Expansion Team is a collective of world-renowned songwriters, recording artists, producers, DJs and remixers that redefine the way music is created for film, television, commercials and alternative forms of advertising. Some of Expansion Team's Grammy award-winning and nominated artists have produced, written, or remixed for David Bowie, Santana, Beck, AIR, Blink-182, Joss Stone, The Roots and more.

Expansion Team's Genji Siraisi is a fixture in the jazz and hip-hop community (co-founder of Groove Collective), as well as having performed with Tupac, The Pharcyde, Natalie Merchant and Curtis Mayfield.

To view the commercial, please visit www.expansionteam.org, or contact Executive Producer Amy Kindred at (212)-431-5345, amy@expansionteam.org.

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