FCB Launches New Sony Campaign Featuring Dancer Born Deaf

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.”

CREDITS

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

Product: SRS-XB3

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

Producer: Tim Bern

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