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Web Film
Sony: DEFY by Sony feat. Macy Baez
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To demonstrate the power of Sony's new Extra Bass speaker, we teamed up with Macy Baez, a hip-hop dancer born profoundly deaf, who moves by feeling the vibrations of the bass. We composed an original bass-heavy track especially for Macy, and then showcased her dancing with a music video powered by the Extra Bass speaker.The music video was supported by additional emotionally engaging content, including Macy's backstory, a look behind the scenes of the project, and a surprise meeting between Macy and her idol, renowned choreographer Parris Goebel. Agency: FCB Auckland
Within the first week, the videos had been viewed over 3 million times, engaged with 75% of our target audience in Australasia, and increased sales of the product by 319%.
Head of Strategy: Rufus Chuter Related |
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