Music Brief

Project KINDRED

BR-2026-2816 · Halberd & Co. · Spring/Summer 2026 Brand Campaign · Issued May 14, 2026 · Due May 17, 2026
The Scene

Halberd is resetting after three years of heritage-coded campaigns that leaned too Ralph Lauren. New creative celebrates the craft but drops the country-club aspiration. Spot opens on fabric being cut, moves through a young tailor's studio, closes on street scenes — the garments worn in motion, not posed. No voiceover. Music carries the entire emotional load.

The Music

Write as if you're producing a track for your own artist project — something that could live on streaming but also score this film. Euphoric but earned, not handed to us cheaply.

Direction
  • Lead with a melodic or harmonic element that feels handmade — something analog or slightly imperfect in the mix. Build around it, but don't bury it.
  • The climax should arrive around :20-:22 — full arrangement, maximum energy — then pull back slightly for the close. We want the peak to feel like a reveal, not a drop.
References
Caribou — Can't Do Without You
Use: The way the vocal sample sits in the mix — warm, slightly distorted, propulsive without being aggressive. But we need brighter production, less haze.
RÜFÜS DU SOL — Innerbloom
Use: The build and the sense of earned euphoria. But we don't have 9 minutes — compress that arc into 30 seconds and keep the melody more present throughout.
Sonic DNA
Genre
Electronic / Pop
Mood
Euphoric
Tempo
118-124 BPM
Key
Major tonality preferred, but modal/ambiguous passages welcome. Avoid overly resolved, Disney-bright finishes.
Length
:30 full mix + :15 version (not just a cut — rework the arc)
Type
BR-2026-2816 · Community Brief

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