A range rider at sunset. A blizzard on a mountaintop. The Alberta Union of Provincial Employees is the province's largest, over 90,000 members working in nearly every sector Alberta has, and representation matters to a union that big. A brand campaign had to carry all of that range without flattening it into a list of job titles. So we made the work itself the music. Every member in the spot contributes a sound out of their own job, and those sounds assemble into one song that runs the length of the province, which puts the idea of a union into the structure of the film instead of a voiceover about it. We shot in every corner of Alberta and produced the whole thing under ACTRA agreements, union-made work for a union client. It ran on provincial broadcast television, in cinema, and across digital feeds, and it took three recognitions in 2018: a Silver Telly for Local TV Commercial, an Ad Rodeo Anvil for Music and Sound Design, and an Anvil Award of Merit for Broadcast TV/Cinema.
Soundtrack of Alberta
AUPE represents over 90,000 Albertans in nearly every sector there is. We had each member’s work contribute a sound, and orchestrated a harmonious Albertan song.
