Social Minderen
Intro
The Dutch healthcare provider Zilveren Kruis launched a new campaign aimed at raising awareness among young people about the effects of excessive phone use on their mental and emotional health. The campaign, titled Social Minderen, encourages a more mindful approach to screen time and highlights the importance of disconnecting in an increasingly digital world.
Brief
Amp.Amsterdam was brought in to take care of the music, sound design, and voice-over recording.
Execution
Here’s some insight from our Head of Studios Bertus Pelser, on how he used music and sound to support the campaign’s narrative and message:
“I wanted the music to convey a sense of hope while also feeling fragile – almost as if it were speaking to the characters in the film, reassuring them, ‘It will be alright.’ During the sound design process, I focused on adding realism by designing audio that connected with the content on the actors’ phones. A key part of the auditory experience was the ambience. At times, we abstracted the sound of the characters’ surroundings to highlight the sense of alienation that comes with endless scrolling. In other moments, the sound is raw and more “in your face”, heightening the intensity of certain scenes.”
“For the voiceover recording, we paid close attention to capturing the subtle fragile details in the characters’ voices. Mixing all these elements with the prominent ticking of the clock was an interesting process. Each element played a crucial role, and altering just one had a significant impact on the others.”
Result
The result is a dynamic soundscape that immerses viewers in the tension between being constantly connected and finding real-world presence.