Roachford’s 2020 album Twice in a Life Time was a soulful affair and Type40 made the TV Ad to help kick off the advertising campaign.

Featuring footage from a couple of promo videos made for the album and specially shot footage of Roachford and Beverley Knight, the  aim of the advert was to showcase the different tracks on the release.

With any advert or trailer the starting point is always the soundtrack. Using a couple of tracks from the album that the label thought were key to the release we started by sorting the sound bed. We were also asked to commission the voice over and this was specially recorded in a London studio during the pandemic, when access to such resources were more stringently controlled. The chosen voice artist was Rodney Gooden, an actor who has experience in doing such things and could lend the perfect tone that was required.  After one recording session we had what was needed and the final voice over was mixed into the sound bed.

The edit as thing done to match the audio, using footage from a live performance from one of the music videos.  The Beverley Knight footage arrived later in the day and had to be dropped in at the last minute, while Type40 were also planing the trafficking of the ad.

The end result is an advert playful on the retro feeling of the music, giving it a soulful, but modern feel.