PrimalScream Bands Together with Original Music for Fruit of the Loom?s Olympian Rebrand Campaign

Austin, TX (PRWEB) September 17, 2012

Over the course of two decades in music and advertising, Nicole Dionne has emerged as the definitive voice in creating and producing music that SOUNDS licensed - but is crafted just for the brand and campaign. She has a unique gift for spotting musical artists that are about to break out and pairing them with brands and commercials, guiding the writing/producing process in a way that is a perfect fit all-around. The result is evocative original music that stands on its own while being consistent with brand messaging and scored to picture. This ability, and her successful collaborations with such high-profile clients as FX (Sons of Anarchy and American Horror Story), Starz, TNT, AT&T, Firestone, Lexus, Guinness, American Express, Nike, and Gatorade, made Dionne and PrimalScream Music (Los Angeles & Austin) the ideal candidate to carry the musical torch on Fruit of the Loom?s ?Move to Comfort? campaign. What Stuart Elliott of The New York Times rightly described as an ?ambitious makeover? spanning 9 spots (including two tracks for the Hispanic market), ?Move to Comfort? launched during the opening ceremonies broadcast of the 2012 Summer Olympics on NBC and continued to roll out through late August. All spots are airing now and appear on Fruit.com.

Fruit of the Loom and ad agency The Richards Group put their faith in Dionne and her knack for finding artists who have what it takes not only to deliver original songs for a national campaign, but to receive the attention of millions of listeners (including promoting the bands on Fruit.com and offering free downloads of the songs). Ultimately, ?Move to Comfort? would showcase and be inspired by PrimalScream in concert with the talents of Mindy Gledhill, Gram Rabbit, Annie Automatic, Mako and Whisper City.

?Beyond making great music, these collaborations fulfill the goals of the client and agency, merge with the visuals and dialogue to convey a corporate message, and establish positive brand awareness - a visceral connection with viewers - via association with new music,? says Dionne, whose offices in LA and Austin plant her firmly in the music biz.