By Rachel
The new Kellogg's Apple Jacks TV campaign not only includes an apple and cinnamon stick racing to reach a bowl of cereal, but it also features the music of TAXI member Greg Shearer.

The offer for Greg, a TAXI member for five years, to submit a demo came to him through an LA company that reps composers for ad agency work. He didn't really have any specific information about the music Kellogg's was looking for, just that the company wanted a dramatic piece of music that had a high degree of sync to the action in the campaign's animation. Greg had also demoed for Apple Jacks in the past, so he was aware of the branding requirements for this score.

"Those considerations aside, the rest was pretty much up to me—and like it is so often, it had to happen literally overnight. Sometimes the process is so smooth, it seems that the piece almost writes itself. It really helps to spend some time thinking about the intended result—what do I want the listener to walk away with—although sometimes that's a luxury that time doesn't afford you. In the case of this spot, the pictures tell a story—a race to the bowl for Apple and Cinnamon over bridges, through canyons, swinging on wrecking balls, etc. The pictures suggested a route to travel for this one!" he said.

This Apple Jacks campaign started airing in December. "Whenever I hear one of my things on the air it's always a kick—not quite like the first couple times, but fun still the same," he said.

Through TAXI, Greg has had his music in many national and regional spots, including Veronica Mars, Showtime's Sleeper Cell, and a show by Harpo Productions.

"I have been with TAXI for over 5 years. The folks there are great and easy to deal with. Would I recommend it for others? You bet!" he said.

To hear the score, click here.

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"I want to thank you for being instrumental in helping me obtain my deal, and I hope you and the TAXI staff continue the professional work and enthusiasm that make TAXI a great vehicle for many musicians."
— Ed Ferris,
TAXI Member