Sony Design & Branding, Case study Motion Sonic Project [image] by Dentsu Inc. Tokyo

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Motion Sonic Project [image]

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Industry Mobile phones, devices & accessories
Media Design & Branding, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Masato Goto
Creative Director Shinji Muto
Art Director Hirochika Horiuchi
Production Tyo drive
Released October 2016

Awards

Cannes Lions 2017
Design Design Craft: Sound Design Bronze Lion

Credits & Description

Title: Motion Sonic Project
Agency: Dentsu Inc.
Brand: Sony Corporation
Country: Japan
Entrant Company: Dentsu Inc., Tokyo
Advertising Agency: Dentsu Inc., Tokyo
Media Agency: Dentsu Inc., Tokyo
Pr Agency: Dentsu Inc., Tokyo
Production Company: Dentsu Tec, Tokyo / Yamamoto Works, Saitama / Invisible Design Lab, Fukuoka / Dentsu Live Inc., Tokyo / Tyo Drive, Tokyo
Creative Director: Shinji Muto (Dentsu Inc.)
Cm Planner: Kazuomi Goto (Dentsu Inc.)
Art Director: Hirochika Horiuchi (Dentsu Inc.)
Planner: Takuya Fujita (Dentsu Inc.)
Copy Writer: Kosai Nagatomo (Dentsu Inc.)
Creative Technologist: Yasuhiro Tsuchiya (Dentsu Inc.)
Copy Writer: Tomoko Ishibashi (Dentsu Inc.)
Planner: Mizuho Yumino (Dentsu Inc.)
Account Executive: Takuma Suga, Kensuke Nabeshima (Dentsu Inc.)
Multi Planner: Naru Kudo (Dentsu Tec Inc.)
Producer: Kazuki Sakurai (Dentsu Tec Inc.)
Planner/Event Producer: Shun Aoki (Dentsu Live Inc.)
Account Executive: Minoru Kuboki, Yasuyuki Takemasa (Frontage Inc.)
Hyper Programmer: Shunichi Yamamoto (Yamamoto Works Ltd.)
Engineer: Akiyuki Okayasu (Yamamoto Works Ltd.)
Sound Director: Katsuhiro Chiba (Freelance)
Sound Designer: Takashi Numb Kizawa (Ekoune Sound)
Sound Designer: Yuichi Nakamura (Invisible Designs Lab.)
Engineer: Kenichi Takahana (Arque Inc.)
Art/Technical Director: Jun Fujiwara (Freelance)
Producer: Shinjiro Ono (Puzzle Inc.)
Producer: Jun Kawashima (Tent)
Producer: Toshiyuki Nagashima (Metaphor Inc.)
Producer, Production Manager: Sho Ishikawa, Kazuya Kawamura (Tyo Inc. Tyo Drive)
Corporate Officer/Executive Producer, Production Manager: Takaharu Hatori, Ryo Watanabe (Tyo Inc. Monster Division)
Director: Takayuki Niwa (Spirits Inc.)
Director/Producer: Atsunori Toshi (A4a Inc.)
Director/Producer/Project Manager: Kenshi Kurahara (Ellroy Inc.)
Director: Masato Goto (Tyo Inc. Tyo Creative Center)
Dancer: S**t Kingz (Stkgz Inc.)
Synopsis:
Since ancient times, people have enjoyed music using their own body and body movements were also important means of expression.Sony focused on the possibilities of physical ability and explored on the creation of music through technology in ways never experienced before.
Outcome:
- Our videos of enhancing physical expressions with sound reached over 10 million viewers, going viral on SNS. Of those who tried the devices, 97.3% had a greater affinity for the Sony brand. *Data extracted from user survey- Below are reactions from performers in various genres after trying the device.”It’s like my body’s an instrument!”, “It’s a dancer’s ultimate edge!”, ”A totally new feeling of creating music”, “It turns my sensations into sound!”.- Well-known performers and TV shows approached us with inquiries about using it.
Execution:
- The sounds produced from a karate demonstration amplified the sharpness of performance. Dancers, no longer danced to music, but rather created the music through their dance.- The video content of our results and development process were uploaded to the website. At the same time, we held experiential events of the experimental devices to spread the awareness worldwide.
Strategy:
The experimental device was developed with the cooperation of dancers and performers.The experiments they took part in not only drove the evolution of the device, but became the content itself for communicating Sony's technological capabilities and aspirations to the outside world.
Campaign Description:
Sony has developed a highly accurate wearable microphone system that detects movement via the passage of air over the body.This enables free movements to be converted into a range of sound expressions. This allows the synchronization of body movement with sound to create a new style of performance: “enhanced physical expression with sound” and “free control of music through motion”. As if it turned the body into a musical instrument.