Aussie retailer, the newly invigorated David Jones has combined with former Silverchair frontman, Daniel Johns, in a new music-led fashion campaign known as #ShotbySound.
Developed in partnership with Whybin\TBWA, MAUD, Universal Music Australia, Will O’Rourke, M.A.P. and The Glue Society, #ShotbySound features Daniel Johns and his band playing alongside David Jones Ambassadors Jessica Gomes and Montana Cox. The innovative shoot was controlled by the music, with images captured by 42 customised cameras set up on a rig that were triggered by Daniel’s vocals and the band’s instruments.
Daniel Johns and his band performed the track “We Are Golden”, from his acclaimed solo album TALK, igniting the technology to shoot this season’s fashion campaign. Applying a customised set and telemetric-style cabling, the band was in control of the cameras, and with every sound from the live performance of the artists, first-of-its-kind imagery was captured.
The unique collaboration was also captured on video, with the film to feature as Daniel Johns’ official music video for his new single. The music clip, available on both Daniel Johns’ and David Jones’ YouTube channels, was shot by Sydney production company Will O’Rourke, by director Pete Baker of The Glue Society.
The music video replaces the retailer’s seasonal TVC with the campaign launching on the David Jones YouTube channel today with 15-second edits of the music video to be released across David Jones’ social channels to amplify the content.
The incredible series of #ShotbySound images will feature in the retailer’s Spring/Summer 2015 campaign comprising of outdoor advertising, inserts, catalogues, online and social media, to roll out in August.
David Jones General Manager Marketing Communications, Victoria Doidge said, “Creativity and design are inherent in enduring fashion brands and as the home of Australia’s leading international and local designers they are core to David Jones’ identity.”
“Musicians have always pushed the boundaries of fashion and have long been style icons that we admire and mirror. Daniel reflects many of the personality traits we aspire to. He is mercurial, fashion-forward, a creative genius and always ahead of the curve, which is why he was a natural fit for David Jones for our new season campaign,” concluded Doidge.
Daniel Johns said, “One of the things I’m enjoying about working solo after all those years in a band is that it gives me the freedom to try new things. I’ve also enjoyed having an opportunity to explore new creative collaborations so this project was a good fit. It was great to work with so many talented people on the video.”
Paul Bradbury, CEO Whybin\TBWA Group, David Jones’ creative agency, said, “‘#ShotbySound is undeniable proof of the power of collaboration. At every stage of this project we were humbled by the talent who contributed and added their bit of magic.”
David Park, Executive Creative Director/Founder, MAUD said, “Our work with David Jones represents another step in the evolution of our relationship, reinforcing the role this brand plays in Australia’s contemporary life and the blurring of lines between arts and commerce.”
Please login with linkedin to commentSorry
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]
B&T unaware of the vitriol & acrimony between the online mattress companies. We were aware of it between News & the ABC.
oOh!media continues to rapidly expand its large format digital network, launching seven new sites at premium locations across major arterials in Sydney, Melbourne and Brisbane. The latest large format digitals include another premium site in the exclusive Sydney suburb of Mosman. Positioned at the gateway of the lower north shore on Military Road, the high-impact […]
The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]
Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]
Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]
Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan. Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]
One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.