Close to Perfect, Far from Normal – Key West

For Key West’s promotional campaign, "Close to Perfect, Far from Normal," Tinsley Advertising wanted audiences to feel the island’s diverse, quirky, and genuine vibe.

SAM was brought in to create original music for 5 promotional spots ranging from 15 seconds to 2 minutes, and all had to feel deeply authentic — no cliché, life’s-a-beach bumper sticker music here. In order to dial in just the right sound for Key West’s theme, SAM’s composers tapped into the human element of the island, recording instruments such as acoustic guitars, organs, drums and percussion played by hand in real time.

The result is a distinctive package of custom music that works seamlessly with Tinsley’s VO and imagery to showcase the life, color, and variety of Key West in its own unique and inspiring way.