Anyone who has spent 90 seconds in Spike Jonze's lucid dream for Adidas ("Hello Tomorrow") probably remembers the spot's striking music as much as they do Jonze's sleepy visuals. A spry, twinkly piece with broken vocals courtesy of the Yeah Yeah Yeahs' Karen O, the track rewrote the possibilities for what a great ad song could accomplish. Forget that it won Cannes Gold for Best Use of Music; following heavy consumer demand, "Hello Tomorrow" was ported over to iTunes, where it placed as high as number 11 on the service's overall charts. Not bad for a track that was made in "under a few hours".

The brainchild behind it is 26-year-old composer Sam Spiegel, who, in addition to owning music production house Squeak-E-Clean, happens to be Jonze's kid brother. It's not a detail he's keen to play up, especially when, as "Hello Tomorrow" bears out, he's more than capable of succeeding on his own merits. Ever since the track went nuclear, his phones have been ringing off the hook.

A self-avowed music nut who played classical instruments and sang in the opera as a child before moving on to rock and hip-hop, Spiegel founded Squeak-E-Clean in 2001 following positive response to his first ever spot, an impromptu hip-hop track for a Jonze Levi's ad. "It just kind of happened that I ended up doing commercials," he says of the ensuant business venture. "I had never scored to picture before."

Although his career has taken a substantial upswing post-Adidas, Spiegel has built a reputation for diversity and adventurousness over the last four years. He says his favorite jobs are the ones that arrive without any client input whatsoever. "I really like doing the unexpected - it lends itself to being weird and doing stuff that doesn't sound like other kinds of music," he explains. "A lot of the music I like is stuff that you couldn't really define as a specific genre of music ... but it's beautiful and amazing."

A self-described workaholic with a tendency for "blocking out everything else in my life except for making music", Spiegel's meteoric ascent isn't confined to the commercial world. In addition to working on a solo project, he's producing forthcoming records from the Yeah Yeah Yeahs, a solo effort from Karen O and Australian singer-songwriter Ben Lee. You'd think that with all that on the go, he'd have little time left for ad music, but Spiegel has lofty expansion plans. "I really want to find an old church to move into."