Highlighting Sony’s place as the innovator and leader of audio

When it comes to audio, no brand comes close to the innovation and range that Sony offers. Even before the Walkman, Sony has been re-inventing the wheel when it comes to sound.

We created a campaign that highlights Sony as the dominant category leader by highlighting the transformative magic of sound across multiple devices. The phrase “Hear It True” challenges the audience to experience the fantastical nature of truly great audio.

The cornerstone of this campaign manifests itself as a one-take film. Alone, a one-take film is an ambitious feat. With the addition of a killer track by Tame Impala, abstract choreography, multiple products, a transforming set and a crew of nearly 100 people, the production became a art-form in itself. The end result materialised as a film that explores how great quality audio can transform our experiences of the world, and embedded us in storytelling.

The film sparks curiosity in the viewer as they try to find a cut. To satisfy the curious, we created a behind-the-scenes video showing the enormous task of planning, producing, propping, rehearsing and filming. The master film plays its part as the foundation of a targeted, multimedia brand campaign that lives across print, digital and social media. We created a colourful series of print posters in retail stores, animated short videos that appear across video platforms and product-specific banners that strategically targeted potential customers—every asset designed to be effective in its media format and location.

The campaign’s product photography utilised coloured gel lighting that moved to invoke the colour and shape of sound. The consistent use of this visual treatment unified a range of products that traditionally lived in different parts of our lives, from headphones to car entertainment units.

The campaign continues to unify and highlight the transformative quality of the Sony Audio product range.