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This commercial made for CMG likens their expertise in optimizing clients’ investments to a photographer with a keen eye for getting just the right shot. To get the desired effect, the director wanted something upbeat, modern, and most of all: cool. Taking my cues from Timbaland, I beatboxed all the percussion and laid a funky bass-line over the top to give it a solid, catchy hook. Put that together with a soulful Fender Rhodes keyboard and it’s a modern, yet timeless groove to nod your head along to.