Project Clear Signal
BR-2026-9239 · Cresta · Product launch campaign for Cresta Arc, a spatial audio software platform · Issued June 1, 2026 · Due June 6, 2026
◆The Scene
Cresta Arc is spatial audio software for creators, not engineers. The spot shows a producer in a small bedroom studio manipulating sound in three-dimensional space using intuitive gesture controls. No cables, no racks, no intimidation. The product demo runs throughout, so the music needs to stay underneath but still establish the brand's sonic identity. This is the first time Cresta has advertised directly to consumers (they've been B2B audio middleware until now), so we're establishing a new register that feels accessible and confident without the typical tech-ad sheen.
◆The Music
We need a track that feels like a confident producer's personal workflow music, not an ad about production. Think beat-forward electronic with clarity and space, the kind of thing that could actually play in that bedroom studio. Restrained but not minimal, polished but not sterile.
◆Direction
- →Write this as if you were a producer making a beat for your own session, not scoring an ad. The track should feel like it exists independently of the spot, like we licensed something real rather than commissioned something manufactured.
- →Rhythm and groove anchor everything. Start with a compelling drum pattern or percussive foundation, then build sparingly around it. Melodic elements should serve the groove, not compete with it.
- →Leave significant space in the mix for the product demo and VO. The music establishes presence in the first few seconds, then creates room. Think foreground intro, supportive body, return to presence at the close.
- →Production should be clean and contemporary but not overly processed. Avoid the hyper-polished, sample-library perfection that defines most tech advertising. A little grit or analog character is welcome as long as the overall feel stays confident and clear.
◆References
Floating Points, LesAlpx ↗Use: The rhythmic backbone and spatial clarity are exactly right. Confident, propulsive, clean production with intentional use of space. But we need something more immediately grounded, less cerebral. Pull the tempo down slightly and simplify the harmonic movement.
Jon Hopkins, Emerald Rush ↗Use: Love the build and the sense of forward motion without aggression. The production clarity and stereo field work beautifully. But this leans too ambient and patient for our timeline. We need the confidence and definition to arrive faster, with a stronger rhythmic presence from the start.
Caribou, Can't Do Without You ↗Use: The warmth and analog texture here keep it from feeling sterile, which is critical. The groove is infectious without being overbearing. But the vocal sample and melodic repetition are too prominent for our needs. Strip back to the rhythmic and textural foundation, let those elements do the work.
◆Sonic DNA
Mood
Confident → Clean → Inspiring
Tempo
100-115 BPM, Midtempo
Key
Minor or modal preferred. Avoid bright major resolutions that feel overly optimistic or generic uplifting.
Length
:30 primary cut with a natural edit point at :15
Type
Fully instrumental. No lead vocals. Non-lyrical vocal textures (distant vocal pads, processed breaths, or subtle chopped samples) are acceptable if they serve the production, but the core identity should be beat and texture driven.
BR-2026-9239 · Community Brief