Musical contrast can help make the moment, tell a second story, and often times, provide moving, human emotion in places where the eye sees one thing and the ear hears another.  

As a music supervisor, I love these moments and creative direction.   It's often times easy to pick the expected - Football = action music.  However, sometimes, its more about the story of the people and not the game.    

This is a great example above.  Across the entire campaign, Toyota licenses music that highlights the emotion of the stories behind the players over the game itself.  Simply beautiful. 

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