SONY MOBILE  |  MUSIC IN THE AIR

Global TV Spot 
Concept Team | Creative Direction

'Music In The Air' - A 45" spot that ran on TV and in cinema globally to help Sony launch their on-demand music service.

And here's a look at how we made the ad...

A bold visual statement to mark the re-birth of the original music tech brand.

BACKGROUND: 
As one of the first truly on-demand music subscription services, Sony's PlayNow Plus sought to truly revolutionise the way we consume music by making it available anywhere, at any time. 

We acknowledged this with a core thought - with the launch of PlayNow Plus, music was truly 'in the air'. A campaign was developed playing with this notion, with music literally raining down on music lovers. A centre piece of the campaign was this TV/cinema spot which I was charged with overseeing.

The aim was to captivate viewers with the arresting visual metaphor. Working with Knuckleheads and Glassworks I was responsible for delivering the slick, glossy hero piece that Sony wanted for their launch.

Shot over 3 nights in Slovenia its still the coldest, wettest shoot I've ever worked on... I can still see the terror in the eyes of the extras when they realised what they'd let themselves in for. Thanks guys.