Canadian sound and music house, The French Fries, has launched a cautionary tale about an ad creative “enjoying” their very first cold plunge (in an ice bath). It’s a reminder of the power of sound to enliven the imagination. A VERY powerful use of audio storytelling (that overused word really needs a synonym). An example of humour’s might…

…and a highly inventive self-promo.

The engrossing yet toe-curlingly embarrassing story aims to convince creatives to step outside their comfort zone and engage the award-winning audio house on upcoming creative projects. 

The beautifully detailed story of disaster concludes by promoting The French Fries as a less risky way for creatives to step outside of their comfort zone.

Founder Yan Dal Santo said the audio short is aimed at creatives who often tend to stick with the two or three audio houses they already know. 

“As a creatively driven independent audio house, we know there is pressure from every angle to always be unique and fresh. It’s the same for creatives,” he commented. “This is an aspect of our industry that we have embraced over the years and have gotten quite comfy with. We are constantly exploring and experimenting with our craft, never resting on our achievements, so with a partner like us, we just make it more comfortable for creatives and clients to get out of their comfort zone.” 

The French Fries also has a history of notable work to commend it. Dal Santo has worked on notable projects both in Canada and internationally, including The Raptors’ We The North, Sounds of Trauma for the David Lynch Foundation, Unwanted Followers for the Canadian Centre for Child Protection, Dove’s Love Your Curls, and Louis Vuitton’s Dreams featuring Yasiin Bey. Yan’s work has been celebrated at the world’s most prestigious advertising awards shows.

The studio also has implemented a highly targeted pre-roll strategy across YouTube and social, focused on connecting with advertising creatives. “We know they frequently scour YouTube for inspiration and references, specifically searching for famous campaigns and interviews, so we thought it would be a great idea to show up where they are not expecting us to be,” Dal Santo noted.