It’s easy to think of an ad’s soundtrack as something that enhances the emotional moments or simply fills out the rest of the edit, and sometimes that’s true. But, there are also times when the script is flipped, when music becomes the starting point, not the finish line.
There’s a myth that being a business person and a creative person are mutually exclusive, that they exist in different universes with parallel paths. According to Squarespace’s VP of Creative Ben Hughes, it’s the intersection between these paths where the real magic happens:
