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		<title>Foley artists bring a human touch to moviemaking even with rise of AI</title>
		<link>https://www.ourstoryinsight.com/foley-artists-bring-a-human-touch-to-moviemaking-even-with-rise-of-ai/</link>
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		<pubDate>Mon, 31 Mar 2025 14:09:26 +0000</pubDate>
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		<guid isPermaLink="false">https://www.ourstoryinsight.com/?p=6160</guid>

					<description><![CDATA[<p>Foley artist Gary Hecker recreates sounds (in this case, galloping horses) on the Foley sound stage at Todd-AO Studios in Santa Monica, California, July 3, 2012. Don Kelsen &#124; Los Angeles Times &#124; Getty Images In a small studio tucked within the Sony Pictures lot, Gary Hecker makes art with sound. His canvases are some [&#8230;]</p>
<p>The post <a rel="nofollow" href="https://www.ourstoryinsight.com/foley-artists-bring-a-human-touch-to-moviemaking-even-with-rise-of-ai/">Foley artists bring a human touch to moviemaking even with rise of AI</a> appeared first on <a rel="nofollow" href="https://www.ourstoryinsight.com">Our Story Insight</a>.</p>
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										<content:encoded><![CDATA[<p><span class="HighlightShare-hidden" style="top:0;left:0"/></p>
<p>Foley artist Gary Hecker recreates sounds (in this case, galloping horses) on the Foley sound stage at Todd-AO Studios in Santa Monica, California, July 3, 2012.</p>
<p>Don Kelsen | Los Angeles Times | Getty Images</p>
<p>In a small studio tucked within the <span class="QuoteInBody-quoteNameContainer" data-test="QuoteInBody" id="RegularArticle-QuoteInBody-1">Sony<span class="QuoteInBody-inlineButton"><span class="AddToWatchlistButton-watchlistContainer" id="-WatchlistDropdown" data-analytics-id="-WatchlistDropdown"><span class="AddToWatchlistButton-addWatchListFromTag"/></span></span></span> Pictures lot, Gary Hecker makes art with sound.</p>
<p>His canvases are some of Hollywood&#8217;s biggest blockbusters — from Zack Snyder&#8217;s &#8220;Justice League&#8221; and Quentin Tarantino&#8217;s &#8220;Once Upon a Time in Hollywood&#8221; to <span class="QuoteInBody-quoteNameContainer" data-test="QuoteInBody" id="RegularArticle-QuoteInBody-2">Disney<span class="QuoteInBody-inlineButton"><span class="AddToWatchlistButton-watchlistContainer" id="-WatchlistDropdown" data-analytics-id="-WatchlistDropdown"><span class="AddToWatchlistButton-addWatchListFromTag"/></span></span></span> and Marvel&#8217;s Spider-Man flicks and the Academy Award-winning &#8220;Master and Commander.&#8221;</p>
<p>Hecker is a Foley artist, the maestro tasked with crafting the everyday sound effects that occur in a scene: squeaky doors, swishing cloaks, the slap of leather reins and even the &#8220;thwip&#8221; of Spider-Man&#8217;s webbing.</p>
<p>&#8220;Foley is a key element in this magic trick we do of convincing the audience to believe in the movie they&#8217;re watching,&#8221; said Rodger Pardee, professor at Loyola Marymount University. &#8220;Foley is not for explosions or jet engines. It&#8217;s for the footsteps of someone running through a forest or rock climbing, or the swish of a superhero&#8217;s cape, that kind of thing. Foley gives you the details. It&#8217;s the sound texture that anchors the sound mix.&#8221;</p>
<p>As Hollywood is grappling with the rampant growth of artificial intelligence capabilities — and how, or whether, they should be used — Foley artists remain a stalwart and deeply human part of the moviemaking process.</p>
<p>The performative nature of the craft makes it difficult for studios to use AI to match the artists&#8217; skill. However, there are few people who work full time as Foley artists, and there is currently no collegiate program for Foley. Those who wish to break into the field have to get apprenticeships with already established industry veterans.</p>
<h2 class="ArticleBody-subtitle">The art of making noise</h2>
<p>A cluttered collection of kitchen items used on the Foley stage at Sony Pictures Studios.</p>
<p>Sarah Whitten | CNBC</p>
<p>Created by Jack Foley in the late 1920s, the sound technique that became his namesake emerged in Hollywood when the industry transitioned from silent films to &#8220;talkies.&#8221; Early recording equipment couldn&#8217;t capture dialogue and ambient noise, so sounds had to be added after the film was shot.</p>
<p>Foley discovered that performing the sound effects live and in sync with the finished product created a more authentic soundscape and helped keep audiences immersed in the film.</p>
<p>Artists today still use many of the same techniques that were employed nearly 100 years ago.</p>
<p>&#8220;We do the film from top to bottom,&#8221; Hecker said. &#8220;Anything that&#8217;s moving on that screen, we provide a sound for it.&#8221;</p>
<p>More than 50 pairs of shoes are aligned on shelves in Hecker&#8217;s studio. Some are sturdy and produce thick thuds, while others create the sharp, click-clack of high heels. There&#8217;s even a set of spurs crafted by a blacksmith in the 1800s that Hecker used in Tarantino&#8217;s &#8220;Django Unchained.&#8221;</p>
<p>&#8220;The true art of Foley is to master the sound,&#8221; Hecker said. &#8220;I&#8217;m a 200-pound guy, so if I&#8217;m doing Arnold Schwarzenegger, I&#8217;ve got to dig deep, but if I&#8217;m doing a little geisha girl from &#8216;Memoirs of a Geisha,&#8217; a 90-pound girl in those little wooden shoes, I have to match that performance.&#8221;</p>
<p>His sound lab has a makeshift kitchen area teeming with cups, bottles, bowls, cloches and spray bottles of varying sizes and materials. Bins of rakes, shovels and mops galore stand next to a pile of rocks, and in the corner is a well-worn battleship howitzer shell.</p>
<p>He&#8217;s even got a stash of swords, guns, shields, armor and chains, as well as a specially built metal tower to create unique, rich metallic sounds.</p>
<p>The floor has a collection of Foley pits — areas of wood, concrete, stone, gravel — the doors feature an assortment of handles, locks and chains, the closets are filled with a collection of jackets so Hecker can find just the right zipper sound, and, of course, there are some coconut shells.</p>
<p>Hecker&#8217;s collection of props is more than 45 years in the making. He got his start apprenticing on &#8220;Star Wars: The Empire Strikes Back&#8221; and has more than 400 film titles under his belt, including &#8220;The Running Man,&#8221; &#8220;Three Amigos,&#8221; &#8220;Bill &#038; Ted&#8217;s Excellent Adventure,&#8221; &#8220;Home Alone&#8221; and &#8220;300.&#8221;</p>
<p>The hodgepodge flooring in Gary Hecker&#8217;s Foley studio on the Sony Pictures lot in Culver City, California.</p>
<p>Sarah Whitten</p>
<p>Hecker&#8217;s partner in sound is Jeff Gross, a mixer who transforms the crashes, clatters and clops captured in the microphone into a resonant symphony.</p>
<p>Hecker and Gross&#8217; partnership started in the middle of the Covid pandemic while they worked on the sound effects for the video game &#8220;Call of Duty: Modern Warfare III.&#8221; Since then, they&#8217;ve worked on both &#8220;Rebel Moon&#8221; films, &#8220;Venom: The Last Dance,&#8221; and &#8220;Mufasa: The Lion King,&#8221; among other projects. Last year, the pair were nominated for a Golden Reel, one of the most prized accolades in the sound editing world, for &#8220;Mufasa: The Lion King&#8221; and won for their work on &#8220;Rebel Moon – Part Two: The Scargiver.&#8221;</p>
<h2 class="ArticleBody-subtitle">&#8216;Anything to get a sound&#8217;</h2>
<p>Hecker and Gross tackle one film at a time and typically spend 18 to 20 days per project, depending on the film&#8217;s sound budget. Bigger-budgeted movies get more time, while smaller or independent features often get much less.</p>
<p>While the tag team of Hecker and Gross operate out of the Sony lot, they work with all of Hollywood&#8217;s major studios. These companies provide six to eight reels that contain around 15 minutes of the film each. Hecker and Gross then go reel by reel, adding all the footsteps, prop sounds and ambient sounds.</p>
<p>The footsteps come first. Hecker stomps, trots and sidesteps in pace with each actor&#8217;s performance, often accompanied by a smattering of coffee grounds to add grit to the sound of the shoes, creating the illusion of walking outside. Then he begins layering in the prop sounds.</p>
<p>To create the metallic scrape of a sewer cover against a paved street, for example, Hecker grates the howitzer shell against a concrete slab. Gross then adds resonance to the captured sound via computer to give it a more realistic quality.</p>
<p>Hecker has even developed techniques to recreate the sound of explosions, pushing the limits of what sound artists can provide studio movie projects.</p>
<p>The mixing studio of Jeff Gross at the Sony Pictures lot in Culver City, California.</p>
<p>Gary Hecker</p>
<p>Gross, who sits in a sound booth while Hecker works the microphone, often can&#8217;t see what his partner is using to mimic what&#8217;s on screen.</p>
<p>&#8220;You have to just get in your head and go, &#8216;Yeah, that sounds like it,'&#8221; he said. &#8220;And then I&#8217;ll stand up and look down onto the stage and I&#8217;m like, &#8216;Are you using a shopping cart and a toothbrush?'&#8221;</p>
<p>And Hecker&#8217;s skills aren&#8217;t just in the physical performance. For decades, he&#8217;s lent his voice to Hollywood&#8217;s gorillas, aliens, dragons, monsters, horses and even lions.</p>
<p>He&#8217;s snorted, chortled and grunted to bring to life the dragon from &#8220;Shrek,&#8221; the aliens from &#8220;Independence Day,&#8221; zombies in &#8220;Dawn of the Dead,&#8221; the giant gorilla in &#8220;Mighty Joe Young,&#8221; and, most recently, a pride of lions from &#8220;Mufasa: The Lion King.&#8221;</p>
<p>Foley artist Gary Hecker performs vocalizations for Disney&#8217;s &#8220;Mufasa: The Lion King.&#8221;</p>
<p>Gary Hecker</p>
<p>&#8220;It just was really cool to do all the breathing and the purrs and the efforts,&#8221; Hecker said of working on &#8220;Mufasa: The Lion King.&#8221; &#8220;The actors do the voices of the character and tell the story, but these lions are moving around throughout the whole movie, and there&#8217;s nothing there. So, it all had to be custom crafted and performed. So I would do that, and then Jeff would help me with making it sound like a giant beefy lion.&#8221;</p>
<h2 class="ArticleBody-subtitle">A human touch</h2>
<p>Hollywood is at a crossroads. New AI technology offers studios a chance to cut ballooning production budgets, but copyright law and a desire to keep human art in films has led to tensions.</p>
<p>The 2023 dual writers and actors strikes were partially extended because of fraught negotiations with studios over rights, payment and use cases for AI in filmmaking and television.</p>
<p>Those conversations were reignited in the wake of &#8220;The Brutalist&#8221; earning a best actor win for Adrian Brody even as his performance was altered using AI voice-generating technology — and amid fears that President Donald Trump&#8217;s White House could roll back copyright protections at the behest of AI companies.</p>
<p>Adrian Brody in &#8220;The Brutalist&#8221;</p>
<p>Source: A24</p>
<p>When it comes to Foley sound, Hecker and Gross aren&#8217;t too worried about AI programs taking away their jobs.</p>
<p>&#8220;Actors&#8217; performances, between motion and detail, AI can&#8217;t do that,&#8221; Hecker said. &#8220;And an artist expresses themselves by acting and performing these things, you know, with a light touch, a heavy hand, emotion to it, those kinds of things that I don&#8217;t think AI will be able to reproduce.&#8221;</p>
<p>Loyola Marymount&#8217;s Pardee noted that companies are already working on software programs to try to create Foley sound, but &#8220;the results lack these very subtle, specific variations.&#8221;</p>
<p>Independent studios and productions may opt for these programs in the future, but Pardee doesn&#8217;t expect the major studios to follow suit.</p>
<p>Where Hecker and Gross see trouble is in the shrinking number of film releases coming out of Hollywood.</p>
<p>&#8220;We typically try to work on 10 to 11, but the industry is definitely changing,&#8221; Hecker said. &#8220;They are making fewer movies right now.&#8221;</p>
<p>Part of the decline has come from pandemic-era production restrictions and the labor strikes, but also from the merging of prominent Hollywood studios. Executives have become more budget conscious as well, slimming down the number of features outside the typical blockbuster franchise fare.</p>
<p>And streaming isn&#8217;t going to pick up the slack. Hecker noted that streaming content doesn&#8217;t have the same sound budget as feature films and so the creators often turn to smaller Foley houses.</p>
<p>In the meantime, Hecker, who has garnered the nickname &#8220;Wrecker,&#8221; is known for putting his human body on the line for Foley.</p>
<p>&#8220;I would do anything to get a sound,&#8221; he said. &#8220;If a guy&#8217;s getting slammed into a door, against a car, you&#8217;ve got to physically put that same intensity that you see on the screen. If you don&#8217;t, it just won&#8217;t sound right.&#8221;</p>
<p>The post <a rel="nofollow" href="https://www.ourstoryinsight.com/foley-artists-bring-a-human-touch-to-moviemaking-even-with-rise-of-ai/">Foley artists bring a human touch to moviemaking even with rise of AI</a> appeared first on <a rel="nofollow" href="https://www.ourstoryinsight.com">Our Story Insight</a>.</p>
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		<title>Jaguar&#8217;s woke ad shows just how out of touch companies are with consumers</title>
		<link>https://www.ourstoryinsight.com/jaguars-woke-ad-shows-just-how-out-of-touch-companies-are-with-consumers/</link>
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		<pubDate>Sat, 30 Nov 2024 23:46:46 +0000</pubDate>
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		<guid isPermaLink="false">https://www.ourstoryinsight.com/?p=3824</guid>

					<description><![CDATA[<p>There was something telling in the latest example of ­idiotic and woke corporate virtue signaling that came courtesy of high-end car manufacturer Jaguar.  In addition to the spectacle of an odd-looking man running around in an ill-fitting dress without a car in sight, there was the equally ­bizarre rationalization of it. Rawdon Glover, an official [&#8230;]</p>
<p>The post <a rel="nofollow" href="https://www.ourstoryinsight.com/jaguars-woke-ad-shows-just-how-out-of-touch-companies-are-with-consumers/">Jaguar&#8217;s woke ad shows just how out of touch companies are with consumers</a> appeared first on <a rel="nofollow" href="https://www.ourstoryinsight.com">Our Story Insight</a>.</p>
]]></description>
										<content:encoded><![CDATA[<p>There was something telling in the latest example of ­idiotic and woke corporate virtue signaling that came courtesy of high-end car manufacturer Jaguar. </p>
<p>In addition to the spectacle of an odd-looking man running around in an ill-fitting dress without a car in sight, there was the equally ­bizarre rationalization of it. </p>
<p>Rawdon Glover, an official at the carmaker, said in an interview with the ­Financial Times the ad wasn’t meant to preach “woke” acceptance of gender intersectionality. </p>
<p>Rather, he said, the commercial was designed to help Jaguar “move away from traditional automotive stereotypes” to sell more cars.</p>
<p>The latest Jaguar ad included men wearing dresses. <span class="credit">Jaguar</span></p>
<p>What exactly a “traditional automotive stereotype” is, is anyone’s guess. </p>
<h2 class="inline-module__heading subsection-heading subsection-heading--single-line ">
			More From							<span class="subsection-heading__sub">Charles Gasparino</span><br />
					</h2>
<p>But last I checked, men who prefer a lifestyle that blurs traditional gender roles represent around 0.5% of the US population. </p>
<p>Jaguars, meanwhile, can cost you anywhere from about $50,000 to around $92,000, so it’s not exactly affordable to the family of four, transgender or otherwise.</p>
<p>As I point out in my book “Go Woke Go Broke; The Inside Story of the Radicalization of Corporate America,” the same warped thinking led to some of the biggest business debacles of the last century and maybe the biggest brand destructions ever: Bud Light’s decision to feature in one of its online ads a half-naked trans activist, Dylan Mulvaney, giggling in a bubble bath. </p>
<h3 class="inline-module__title headline headline--combo-sm-md">
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<p>Image makers at the beer company, owned by the Davos-centric globalist at AB-InBev, thought their centuries-old image appealing to Americana — from the iconic Clydesdales to the cute pooch Spuds MacKenzie surrounded by real women in bikinis — was too gauche for modern American sensibilities.</p>
<h2 class="wp-block-heading">‘Out of touch’</h2>
<p>America’s No. 1 beer was too “fratty” and “out of touch,” a top marketing executive said.</p>
<p>We all know how that turned out: Bud Light went from the nation’s No. 1 selling beer to No 3. </p>
<p>Its image has never recovered even as it began paying tens of millions of dollars in a sponsorship deal with Dana White’s very unwoke UFC to go fratty again.</p>
<p>Rawdon Glover, an official at the carmaker, said in an interview with the ­Financial Times the ad wasn’t meant to preach “woke” acceptance of gender intersectionality.  <span class="credit">Jaguar</span></p>
<p>Sorry, most men — in fact nearly all — don’t wear dresses or like posing as women when they bathe. </p>
<p>They definitely hate being preached to by big corporations that they should embrace such behavior.</p>
<p>Madison Avenue, however, still hasn’t gotten that simple message. </p>
<p>My sources say a key tenet of wokeness, “DEI,” remains an overriding factor in image making despite its dubious legality (the recent SCOTUS ruling on affirmative action), its unfairness and loathing by most consumers.</p>
<p>DEI is the acronym for Diversity Equity and Inclusion, a corporate philosophy that focuses on people’s “intersectional matrix,” i.e. race and gender fluidity. In modern advertising, such considerations are more important than selling the product.</p>
<p>It is why nearly every traditional family you now see on TV ads are of mixed race or of the gender-intersectional variety. The fact this country is increasingly multiracial is a good thing, of course. But the intersectional matrix doesn’t reflect the reality of how most people live. Plus it isn’t great at selling stuff unless your primary goal is changing the culture of a country that wants to be changed on its own schedule.</p>
<p>Again, if that were not the case, Bud Light would still be No. 1. ­Dylan Mulvaney as opposed to the unwoke UFC would still be a Bud sponsor. Good luck, Mr. Glover.</p>
<h2 class="wp-block-heading">Break the endowment</h2>
<p>The only other place where woke thrives more than Madison Avenue is the American college system. But with the election of Donald Trump, there may be a quick and dirty solution: It’s called “breaking” the university endowment system.</p>
<p>Bud Light’s Dylan Mulvaney ad backfired on the popular beer brand. <span class="credit">Anheuser-Busch</span></p>
<p>And it’s something my trading sources have been talking about recently as a way to end once and for all the left-wing indoctrination at many top universities that encourages chanting stuff like “kill the Jews” as normal conduct.</p>
<p>It’s a version, they say, of what the famed hedge fund trader and now leftist agitator George Soros and his top trader Scott Bessent (now Trump’s Treasury secretary nominee) did back in the day: They shorted the British pound, essentially “broke” the Bank of England until it began to reform its policy agenda. Soros and Bessent earned $1 billion in the process.</p>
<p>Breaking the university endowment system might not be a money maker on Wall Street, but the American people may benefit in several ways. Endowments are some of the biggest investment funds on the planet. Yet they are largely tax free because they are nonprofits. They need to pay their fair share like the rest of us.</p>
<p>Plus The Donald can fulfill his campaign pledge to throw out the “Marxist maniacs” (his words, though they contain plenty of truth) from campuses by levying, as has been floated, a hefty 35% tax on their investment income and hitting the crazies where it hurts.</p>
<p>Big Ivy League endowments have moved heavily into private equity in recent years. These investments are highly illiquid. If sources of fundraising begin to dry up because Wall Streeters like Bill Ackman and Marc Rowan — who have been protesting woke university policies — continue to cut off funding and the universities are faced with big tax bills, the endowments will have to sell off investments, including the hard-to-price PE stuff to make ends meet.</p>
<p>The life source of the entire left-wing indoctrination system will be put on life support because Yale, Harvard, Penn, MIT and the rest can’t pay the rent much less brainwash students and allow radicals to foment hatred without money.</p>
<p>The post <a rel="nofollow" href="https://www.ourstoryinsight.com/jaguars-woke-ad-shows-just-how-out-of-touch-companies-are-with-consumers/">Jaguar&#8217;s woke ad shows just how out of touch companies are with consumers</a> appeared first on <a rel="nofollow" href="https://www.ourstoryinsight.com">Our Story Insight</a>.</p>
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