Client: University of London City
Project Title: “Discover City London”

Objective:
The aim of this promotional video was to present the University of London City as a leading institution where students are empowered to achieve their ambitions. Lambda Films focused on showcasing the university’s diverse academic programs, cutting-edge facilities, and vibrant student life. The sound design and music were key to reinforcing the university’s commitment to academic excellence, innovation, and global opportunities, creating an immersive and aspirational experience for prospective students.

Music Integration:
The music was integral to evoking a sense of empowerment and ambition throughout the video. Killian chose to create an inspiring, cinematic track that underscored the dynamic journey of a student at the University of London City. The music began with a soft, reflective tone, mirroring the beginning of a student’s journey, before gradually building in intensity to represent the growth, challenges, and achievements that come with higher education.

The score included orchestral elements mixed with modern, electronic beats to symbolise the university’s blend of tradition and innovation. The music helped to enhance the sense of progress as the video transitioned between scenes of academic lectures, bustling campus life, and innovative spaces. The gradual rise in the music’s intensity aligned with the video’s visuals, representing the student’s path toward achieving their goals, and culminated in an uplifting crescendo, leaving viewers with a sense of accomplishment and possibility.

Music Editing and Mixing:
During the editing and mixing process, we carefully crafted the balance between the music, voiceover (VO), and sound design elements. The music was mixed to support the narrative flow without overpowering the important VO moments, allowing the message of the university to come through clearly. Killian made sure the music’s dynamics adapted to the different scenes, providing a background that heightened the visuals, whether in moments of reflection or scenes full of energy and activity.

The Foley and VO elements were mixed to ensure they were distinct and clear. Campus sounds, such as footsteps, ambient conversations, and background chatter, were subtly layered to create a sense of immersion in the university environment. The VO was treated to be crisp and easily audible, maintaining the focus on key messages while blending seamlessly with the music and sound design.

Sound Design Approach:
Sound design was crafted to capture the energy and diversity of the University of London City campus. We used a range of ambient sounds, from the bustling of students in common areas to the quiet focus in lecture halls, to emphasize the university’s vibrant atmosphere. The sound of academic discussions, group projects, and collaborative spaces added a dynamic feel to the video, reflecting the diverse opportunities available to students.

To enhance the sense of innovation and forward-thinking, we used more modern, digital sound cues for scenes featuring cutting-edge technologies, laboratories, and creative spaces. These sounds were designed to be clean and precise, symbolising the university’s commitment to providing students with a hands-on, future-oriented education.

Tone and Style:
The tone of the sound design was energising, aspirational, and inclusive. The combination of music, sound effects, and voiceover elements helped create a compelling narrative of opportunity and growth, which aligned perfectly with the university’s values. We aimed to capture the excitement of student life, the ambition of students pursuing their degrees, and the university’s position as a hub for future leaders.

Technical Delivery:

• Delivered in both stereo and 5.1 surround sound formats for TV and digital platforms.
• Mixed to meet broadcast loudness standards and maintain clarity in both dialogue and sound design.

Timeline:

• First sound pass: 03/08/2024
• Final mix and approval: 09/09/2024