When I write for sync (ads, TV and film), I write more pop orientated music. The sound is bright, upbeat, quirky, rich in vocal harmonies and using fresh, current production techniques.
I produce the whole song in Logic either singing it myself or featuring other artists, creating a rich tapestry of harmonic and rhythmic layers. It is usually vocally led with lots of harmonies, often combining the acoustic sounds of flute, sax or trombone with synth and electronic sounds. Sometimes I work alongside other hip hop producers and they add their beats and fuse my pop/jazz/bossa sound with hiphop/trap elements. The result is an exciting, new, fresh, hybrid sound. Other times I follow my own path and write instrumentals or vocal tracks with universal themes ideal for licensing.