Sony and FCB have unveiled a new project, DEFY, to show how deaf people can enjoy music with a dancer who literally feels the music.
The campaign, features Macy Baez, a 15-year-old hip-hop dancer who was born profoundly deaf, performing a 90-second dance to a track playing through the new Extra Bass SRS-XB3 wireless speaker.
FCB executive creative director Tony Clewett says it wanted to create 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. To help achieve that, Josh Fountain from Level Two Music in Auckland composed a track with strong base notes specifically for her.
Sony Australia and New Zealand head of video and sound Abel Makhraz says Baez is an 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.”
The hero video is supported by online videos, including behind the scenes content, Baez’s background story and a surprise meeting for her with her idol, celebrity choreographer Parris Goebel.
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 and 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 and 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
Producer: Tim Bern