Everyone hears silence differently, especially people experiencing tinnitus have a unique ringing tone in their ears.

​

This led me to the campaign line – This is My Silence.  

​

Idea: When you’re alone the noise of tinnitus is just a single note, only when you come together and share your “silence” you can become part of the harmony.

​

Execution: After asking a variety of people with tinnitus to hum the tone they hear; we collected a bunch of non-harmonic tinnitus tones. I challenged my composer to create a melody using these, which then become the music of the commercial I directed.