(For those new to the column, Forward Migration is our term for companies moving from Wintel machines to Macs — or at least adding or increasing the number of Macs they use. A Forward Migration Kit is an overview of Mac OS products for a particular occupation, such as photography, optometry, etc.)
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If you live in the U.S., you’ve no doubt heard that the U.S. Postal Service has announced another rate increase for the months ahead, and that the Service is facing serious difficulties based on the decline of mail since Sept. 11.
Leo Burnett in Chicago, Illinois, is handling the U.S. Postal Service’s advertising — and the Mac loving Jeff Elmassian and the
crew are in the final stages of wrapping their efforts for a brand new spot that will employ Elmassian’s now-famous (since Nike Freestyle) “sound design is the music” efforts designed to make the USPS more hip while helping them attract business.
Endless Noise is an award-winning sound design and music company. Originally established in Santa Monica in 1993, the company was re-launched in 2001 to compose and produce music and sound designs for feature films, TV programming and commercials. Elmassian is an avid Mac user who performs much of his work on a Power Mac G4, using ProTools for audio editing, SampleCell for sampling and Studio Vision for sequencing. In fact, Elmassian’s first Mac was a II ci which had one of the original Pro Tools systems. And he’s never looked back.
Over the past couple of months, Elmassian and his team also contributed in a big way to several high-profile Nike spots, including
That Is Why, and
“Nothing else comes close to the Mac in terms of software for my work environment, in terms of offering the same amount of efficiency and ease,” Elmassian said. “There’s never been any consideration of using another platform such as Windows.”
He told MacCentral that his aesthetic as a writer is informed and shaped by his Mac. “It lets me do things I couldn’t do otherwise,” he said. “I’ve grown as an artist to due to Mac technology and its ease of use,” he said. “Once you get past the initial learning curve, the technology just sort of fades into the background and doesn’t get in the way of the artistic process.”
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