MUSE Gold

2025

Close to Perfect, Far from Normal – Key West

Entrant Company

Stephen Arnold Music (SAM)

Category

Audio - Commercial (Single)

Client's Name

The Florida Keys & Key West / Tinsley Advertising

Country / Region

United States

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.

Credits

President, Creative & Marketing / SAM
Chad Cook
President, Music Services / SAM
Whitney Arnold
Production Director / SAM
Jesus Garcia
Chief Engineer / SAM
Paul West
Lead Composer / SAM
Kevin Afflack
Chief Creative Officer / Tinsley Advertising
Dorn Martell
Creative Director / Tinsley Advertising
Ulysses Busch
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