Sony’s Never Off in new campaign

With social media influencers like Nathan Davis Jr., Avori, & CodeMiko, Sony kicks off their Never Off campaign for the new Sony LinkBuds S. With the ability to swiftly change from noise canceling ear buds to enhancing ambient sounds in the surrounding environment, the creative canvas for this campaign ran limitless.

The teams at Yessian Music partnered with AOI Productions/Tokyo on this new music driven ad illustrating colourful interactive visuals and feel good dance moves to show how the LinkBuds S can truly optimize the world we live in today. Whether through a virtual experience, a walk in the park, or jamming out to our favourite tracks, you won’t miss a beat on either end.

Sony – Never Off

Credits

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Agency TBWA/Hakuhodo/Tokyo
Production Company AOI Pro. Inc
Director Hisashi Eto

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Credits

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Agency TBWA/Hakuhodo/Tokyo
Production Company AOI Pro. Inc
Director Hisashi Eto
Chief Creative Officer/Partner Brian Yessian
Post Production NOMAD Editing Company
Producer Keisuke Mizusako
Producer Ryo Tsuchiya
Production Manager Yuto Ota

DP Paul Theodoroff
Composer/Music Producer Kevin Simon

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This beat driven track by Yessian helps demonstrate the ear bud’s capability to transfer your sonic experience within an instant from environment to environment and features vocals by TikTok singer & influencer, Nathan Davis Jr. As the visual displays intertwined environments of virtual vs reality, the spot’s accompanying music distinguishes each. Directed by Hisashi Eto in both Japan and Los Angeles, this imaginative ad takes the Sony LinkBuds from reality to virtual reality and back again.

“Working with the Sony brand on a project like this is always exciting for us because Sony is such an audio-centric brand.” Says Brian Yessian, CCO at Yessian. “We worked hand in hand with Kevin Simon, our composer, to craft a song that would be infectious and connect with people that are actively on Twitch, TikTok and SnapChat utilizing some of those influencers. Collaborating with the teams at AOI and director Hisashi Eto is always a blast for us because they put so much love into the music development. It’s a great partnership!”