David Fuentes: how do you convince a brand that sound matters in its advert?

We asked David Fuentes, a sound designer who has worked on campaigns for brands such as Ford, Coca-Cola and El Pozo.

His answer is not a grand speech but something much simpler: give examples.

Because when a brand hears all the sonic nuances of its product and understands how those small details bring realism, personality and strength to the story, it completely changes the way they see it.

We often look at the image first.

But it is the sound that finally makes a scene feel real.