The Campaign

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.

Creative 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.

- 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.

Because Sony has created a new style of entertainment performance through technology to convert free physical movements into range of sounds. This challenge built up great affinity for the Sony brand, while enabling performers to extend their range of musical expression using their bodies.

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.