Known to some as “Mister Music Man” or “King of the Jingle,” few people geek out over sound and sonic branding quite like Adam Howard. With Gold Loeries, multiple Clios, and 15 years as one of the top-ranked composers in the country, it’s no surprise he was asked by agency Joe Public to flex his audio branding expertise, this time for Cell C’s full sonic rebrand.

‘What is sonic branding’ you ask. It’s the use of sound to shape a brand’s identity – think of the McDonald’s “ba da ba ba ba I’m lovin it” or the Netflix “Ta Dum” sound when you start up the app. In a behind-the-scenes video, Adam breaks down the process of creating Cell C’s new sound. For Adam, this process was about translating the brand’s legacy into music. Starting at Cell C’s headquarters in Joburg, Adam found inspiration in very unexpected places, like old AC/DC converters in the basement, remnants of the brand’s past network.

Check out the behind the scenes video of Adam’s, pretty strange, pretty cool process of creating Cell C’s new sound.