Music often gets treated as a finishing touch in advertising, but for many creatives it plays a much bigger role. In this episode of What About The Music, we speak with Julian Cohen, Creative Director at nice&frank, about how sound shapes ideas, helps sell concepts to clients, and influences the overall storytelling of a campaign.
Julian explains that music is often part of the creative process from the start. Sometimes a script begins with a specific song or vibe that helps define the tone of the idea. Referencing music during pitches can also help clients understand a concept more clearly than words alone, putting them in the right mindset for the story.
One example he shares is a Volkswagen campaign built around a character who wasn’t particularly likable. The idea was difficult for the client to embrace at first. Once the team introduced the right track, however, the tone clicked. The music reframed the story and helped the client understand the humor and intention behind the concept.
The conversation reinforces a key point: music is not just background in advertising. When used intentionally, it can help shape the idea, clarify the tone, and make a concept land with both clients and audiences.
