campera.media / Case Studies / Butcher's Son x dm
SOCIAL ADS / SOUND DESIGN

Butcher's Son x dm:
sound for social ads.

Butcher's Son is a men's grooming brand with a barbershop look, selling deodorant and a 2in1 for body and hair. In 2021 its products arrived at dm, Germany's largest drugstore chain by revenue, including its online shop. The launch was promoted with short vertical social ads, 13 seconds each. The music was set and there was no voice. We did the sound: sound design on every movement and every animation, plus a mix made for phones.

Brand
Butcher's Son
Retailer
dm-drogerie markt
Year
2021
Format
Social ads, 9:16, 13 seconds each
Music
supplied, adapted by us
Our part
Sound design and mix
The films

Four ads,
sound on.

Each film introduces one product and ends with a pointer to dm. Watch with sound, otherwise you will miss our part.

Deodorant Well DonePackshot, a spray in the bathroom, Brooklyn Bridge. End card: also available as a shower gel.
2in1 Body & Hair Well DonePackshot, bathroom, the streets of New York. End card: also available as a deodorant.
2in1 Body & Hair RareThe sensitive variant with a new scent, plus a beach buggy. End card: on to the shop.
2in1 Body & Hair MediumLeather bag, motocross in the mountains, bathroom. End card: on to the shop.
The starting point

13 seconds,
lots of cuts.

In 13 seconds, a social ad has to show the brand, the product, a bit of attitude and, at the end, where to buy. Butcher's Son added animation on top: barbershop-style title cards with the claim “Welcome to a gentle world”, a logo with a cleaver, packshots spinning into frame.

No voice was planned, and the music was already chosen. So that the films would sound like more than music, every movement needed its own sound. And it was a package with variants for deodorant and shower gel, so the sound had to work equally well across all of them.

Our part

From the cut
to the mix.

We handled the complete audio post-production:

01

Frame by frame

More than a dozen picture changes in 13 seconds: title card, packshot, model in the bathroom, scenes from New York, motocross or the beach, then the end card with dm. We marked where something moves and where an animation starts.

02

Adapting the music

The music was supplied. We adapted it to the cut and the length, so the hits land on the cuts and the end card rings out cleanly.

03

Sound design

Every movement and every animation gets a sound: swooshes for the transitions, risers, a spray can for the deodorant, water, a zip, a motorbike. The effects back up what you see and give the cuts pace.

04

Mix for social media

Mixed to −14 LUFS, a common target for social media and streaming. Music and effects are balanced so they stay clear on phone speakers too.

05

One sound for every film

All the ads follow the same structure, so they got the same sound. That way they fit together, even when they play back to back.

The result

One package,
one day.

The films ran as social ads in 2021 for the launch of Butcher's Son in dm's online shop. Each one introduces a product: the deodorant Well Done and the 2in1 for body and hair in the scents Well Done, Rare and Medium. The end cards point to the other product format or straight to the shop.

The whole package was mixed in one working day, changes included. Packages like this are easy to plan for both sides: several short films, a clear brief, a manageable effort.

How we mix spots for social media, online and Spotify is also shown in the case study Nestlé.

Services used

Our expertise
for this project.

Sound design Audio for social media Mixing Beauty and cosmetics
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FAQ

Questions about sound
for social ads.

In the feed, videos often start muted; stories and reels are built for sound. A good film works both ways: without sound, picture and title cards carry the message, with sound it gains pace and weight. For Butcher's Son, the claim and the shop pointer are on screen as text, while music and effects make the movements felt.

It depends on the number and length of the films. The four Butcher's Son ads, 13 seconds each, were mixed in one working day, changes included.

The Butcher's Son films sit at −14 LUFS. We agree the target with the client depending on platform and placement, more on the mixing and mastering page.

On this project the music was supplied and we adapted it. We also compose ourselves, more on the music for advertising page.

Get started

Your social ads,
with sound.

Send us the cuts. We take care of sound design and mix, for one film or a whole package.

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