FCB New Zealand has unveiled a ground-breaking project, DEFY, for Sony Australia New Zealand, launching the new Extra Bass SRS-XB3 wireless speaker. At the heart of the campaign is Macy Baez, a 15-year-old hip-hop dancer who was born profoundly deaf.
The collaboration with the young dancer features a hip-hop/electro track specifically designed for her, so she can literally feel the music, powered by Sony’s new speakers.
FCB executive creative director Tony Clewett said about the campaign, “We were looking for an authentic way for Sony to launch the new Extra Bass range. In walked Macy Baez – a dancer, born profoundly deaf, who literally ‘feels the music’. Search over.”
Baez is able to experience sound with the aid of cochlear implants, but relies heavily on being able to feel music vibrations, particularly bass notes, in order to dance. With this in mind, FCB and Sony enlisted the skills of Josh Fountain from Level Two Music in Auckland, New Zealand, to compose a track specifically for Baez.
Strong bass notes throughout the track enable Baez to feel vibrations that have helped her to choreograph a 90-second dance to the beat.
Supporting the hero video are online videos created by FCB, including behind the scenes content, the background story of Macy Baez and a surprise meeting for Macy with her number one idol, celebrity choreographer Parris Goebel. The campaign will also be supported in-store with point of sale material in New Zealand and Australia.
Sony Australia New Zealand Head of Video and Sound Abel Makhraz said: “Macy is incredibly talented and an inspirational young woman. We’ve enjoyed working with FCB on this campaign, from the initial creative concept, through to the production and amplification. It’s been an integrated collaboration that we’re very proud of.”
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Senior Creative Lead: Kelly Lovelock
Creative: Melina Fiolitakis
Senior Creative: David Shirley
Head of Craft: Nick Smith
Retoucher: Scott Kelly
Studio Director: Simon Pengelly
Head of Content | Exec Producer: Pip Mayne
Photography / Director Social Videos: Mike Braid
Group Account Director & New Business Director: Toby Sellers
Account Director: Hannah Downes
Account Manager: Laura Little
Head of Strategy: Rufus Chuter
Digital Strategy Director: Dan West
Digital Media Director: Kate Grigg
Digital Media Buyer: Kate Kennedy
Senior Account Director, PR, Activation & Social: Joanna James
Senior Account Manager, PR Laura Platts (Douglas)
Account Executive, PR Violet Hong
Social Content: Mark Cameron and Kate MacDonald
Client: Sony New Zealand and Australia
Client Name: Sam Williams
Production Company: Flying Fish
Production Company Director: James Solomon
Production Company Producer: Sam Attenborough
Production Company DOP: Marty Williams
Production Company Editor: Fiona Hayden
Original Music Composition: Level Two Music
Composer: Josh Fountain