A publication of Brunico Communications Ltd.

Benjamin Pacheco, Human

Finalist: Composers

JUST THE FACTS: Age - 28; Hometown - Dayton, Ohio; Education - Studied mechanical engineering/computer science at the University of Vermont; Employ - Human, since Sept. 2004.

PREVIOUS EXPERIENCE: After graduating, Pacheco moved to Boston where he landed a job at Harvard in tech services. While there, he formed a band called Mus-ok ("a cross between Air and Beck") that's still together. After moving to New York and working as a PA on shoots, he got word of a gig in the dub room at Human.

WHAT HE LOVES MOST ABOUT THE JOB: "I've been learning the whole time I've been here."

BEST WORK: Sprite's "Liquid Freedom" for Ogilvy & Mather, Hong Kong. His effervescent indie-rock track accompanies b-ball players on a summer court that conveniently morphs into a pool. "I recorded the track in my apartment except for the drums," he says. "A friend of mine recorded those."

WHAT MAKES A GOOD SPOT COMPOSER: "Being able to interpret what the client wants and balancing that with what you think is cool." And being able to decipher client-speak - a popular directive Pacheco cites is "I want it electronic yet organic."

THE SONG HE WISHES HE WROTE: The Beatles' "A Day in the Life".

Human> http://www.humanworldwide.com

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May 2010

Our May 2010 issue features a roundtable of directors, agency execs and production company EPs discussing the dire lack of women behind the camera on commercial shoots, our annual list of the year's top spot helmers, the story behind Philips' "Parallel Lines" shorts and more.



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