MOTION SONIC PROJECT

Short List
ClientSONY CORPORATION
ProductCORPORATE BRANDING
EntrantDENTSU INC. Tokyo, JAPAN
Type of EntryMusic & Brands
CategoryA07. Use of Music Technology or Innovation
TitleMOTION SONIC PROJECT
Product/ServiceCORPORATE BRANDING
Entrant DENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production DENTSU TEC Tokyo, JAPAN
Production 2 DENTSU LIVE INC. Tokyo, JAPAN
Production 3 INVISIBLE DESIGN LAB Fukuoka, JAPAN
Production 4 YAMAMOTO WORKS Saitama, JAPAN
Production 5 TYO DRIVE Tokyo, JAPAN

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.

Credits

Name Company Position
SHINJI MUTO DENTSU INC. Creative Director
KAZUOMI GOTO DENTSU INC. CM Planner
HIROCHIKA HORIUCHI DENTSU INC. Art Director
TAKUYA FUJITA DENTSU INC. Planner
KOSAI NAGATOMO DENTSU INC. Copy Writer
YASUHIRO TSUCHIYA DENTSU INC. Creative Technologist
TOMOKO ISHIBASHI DENTSU INC. Copy Writer
MIZUHO YUMINO DENTSU INC. Planner
TAKUMA SUGA, KENSUKE NABESHIMA DENTSU INC. Account Executive
NARU KUDO DENTSU TEC INC. Multi Planner
KAZUKI SAKURAI DENTSU TEC INC. Producer
SHUN AOKI Dentsu Live INC. Planner/Event Producer
MINORU KUBOKI, YASUYUKI TAKEMASA FRONTAGE INC. Account Executive
SHUNICHI YAMAMOTO Yamamoto Works Ltd. Hyper Programmer
AKIYUKI OKAYASU Yamamoto Works Ltd. Engineer
KATSUHIRO CHIBA Freelance Sound Director
TAKASHI Numb KIZAWA EKOUNE SOUND Sound Designer
YUICHI NAKAMURA Invisible Designs Lab. Sound Designer
KENICHI TAKAHANA Arque INC. Engineer
JUN FUJIWARA Freelance Art/Technical Director
SHINJIRO ONO puzzle inc. Producer
JUN KAWASHIMA TENT Producer
TOSHIYUKI NAGASHIMA METAPHOR Inc. Producer
SHO ISHIKAWA, KAZUYA KAWAMURA TYO Inc. TYO drive Producer, Production Manager
TAKAHARU HATORI, RYO WATANABE TYO Inc. MONSTER Division Corporate Officer/Executive Producer, Production Manager
TAKAYUKI NIWA SPIRITS Inc. Director
ATSUNORI TOSHI A4A Inc. Director/Producer
KENSHI KURAHARA ellroy Inc. Director/Producer/Project Manager
MASATO GOTO TYO Inc. TYO CREATIVE CENTER Director
s**t kingz STKGZ Inc. Dancer
Links
Website URL