Otis Composes Memorable Track for Latest Canva Campaign

Creative music and sound design studio, Otis, today unveils its latest work for the online design platform, Canva. The campaign, entitled ‘What Will You Design Today?’, was directed by A.J. Greenwood through production company, FINCH. Otis handled all aspects of the music and sound production whilst global creative company, BUCK, was responsible for the animation. 

Otis was tasked with composing an original track for the campaign, that centred around a lyrical hook, was tonally playful and reflected Canva’s sonic brand identity. With the social-led campaign’s longest track duration measuring just 15 seconds, Otis worked to devise music that would capture viewers’ attention on competitive platforms such as TikTok. 

After finalising the tone and instrumental approach for the composition, Otis searched for a talented vocalist to bring the lyrics, ‘Home for Every Brand’ to life. R&B artist and member of the global Canva community, Ms. Thandi was selected as the perfect choice, with her vocals adding depth and elevating the composition.

The production process was truly collaborative, with the in-house creative team at Canva working closely with FINCH, BUCK and Otis. It reflected the collaborative nature of Canva, which allows users to come together to design, create and edit online. 

Alejandro Gomez, co-founder and director, Otis said, “We are blessed to have worked with a globally recognised brand like Canva. From the get go, we naturally aligned on the sonic palette and music tonality that would be right for the campaign. The highlight of the music production was working with Ms Thandi, an amazing singer and all-round talented artist. We knew we were creating something special once she walked out of the recording booth.” 

What Will You Design Today? begins rollout today across the United States on streaming TV, streaming audio, digital, social, digital out of home and more.