Client: Oatside
Oatside is a fast-rising plant-based beverage brand from Asia, known for its playful creative direction and bold personality. For their latest campaign, 'Oatside Of Life,' they sought a musical centrepiece that would match their energy and leave a lasting impression across their key markets.
The Project
We were approached to create a bespoke big band track that would serve as the signature song for Oatside’s campaign. The brief: a powerful, memorable tune with real personality, supporting a charming animation featuring Oatside’s bear mascot. Our scope included original music composition, voice casting, sound design, and full audio production.
Our Approach
A project of this scale demands care at every stage. We approached the musical direction with open exploration, developing numerous concepts—big band, funk, and showband—to discover the right feel. We hosted eight vocal auditions and produced ten demo tracks across genres, seeking the voice that would bring the bear—and the campaign—to life.
Ultimately, we cast Peter Douglas, whose unique vocal energy resounded with both the brand character and the narrative. We took a hybrid approach to the big band recording, blending session work in studio and remote recordings to ensure both quality and flexibility.
After the music was locked, focus shifted to detailed sound design. Every moment in the animation—from the weight of a cartoon bear landing on grass to the growl of a motor scooter—was shaped with intention, adding personality and polish to each scene.
“We tried a lot of singers—young singers, crooners, big names, dark sounding bears. But we stuck with Peter Douglas; his energy just resonates with the bear and the message.”
Why?
Attention spans are short, but music makes audiences stop, listen, and remember. For brand campaigns that hope to spark genuine connection, a thoughtfully crafted soundtrack is often the difference between background noise and a campaign that truly lands.
Producing a track like 'Oatside Of Life' requires more than musical skill. It demands careful casting, intentional sonic exploration, and exacting sound design, so every moment feels alive and on-message. That’s how a campaign song becomes not just heard, but felt—across markets, formats, and cultures.
"When the song for the commercial was finished, we could apply sound design to the animation. You know, working on how a big brown cartoon bear sounds when he lands on grass, sits down on a bench and drives his motor scooter."
