How do you approach designing sound for different genres?

For me, designing sound for different genres is all about understanding the emotional tone, themes, and cultural expectations associated with each style. Things must sound as they are expected to sound. 

When designing sound for different genres, I start by understanding the client’s vision. For example, a film trailer requires a more intense, dramatic approach compared to the subtle, narrative-driven sound needed for a story-focused commercial or a minimalistic, impactful sound for a product reveal. Each project demands different approaches to match its specific vision, goal, and message.