The theme song for Friedreich’s Back, a Gold Lion-winning pharma series

Project

We were tapped for a custom theme song and mnemonic for a 9-episode social series reimagining 19th-century scientist Nikolaus Friedreich rising from the grave to witness the modern-day treatment of Friedreich ataxia—a rare, progressive disease he once discovered.

Approach

We landed on a catalog track called “Cursed Dominos” by Nick Sena and Danny Echevarria that resonated with the team’s vision. In collaboration with the original composers, we recorded custom lyrics with a powerhouse female rock vocalist—described as a “German Joan Jett.” The result combined modern rock energy with historical narrative, using a Major key and power chords for emotional clarity, while the gritty vocals and thoughtful sound design bridged past and present with impact.

The Results

A bold, energized theme song that gave voice to Friedreich’s story in a fresh, anthemic way. We also created a punchy mnemonic and SFX transitions for use across episodes, plus helped license a gritty German techno track—“Dancing Robot”—for a pivotal episode moment and social edits.

Impact

• Earned a Cannes Gold Lion – Pharma
• Garnered 10M+ views across social media