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Sony – Sony: Sound So Loud You Can See It

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  • Production Company UNIT9



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  • Digital Director Jason Berman
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Ever wondered what sound would look like?

Well, UNIT9 has hit the nail on the head in Sony’s latest campaign that visually experiments with sound.

Advertising Sony’s new MHC-V7D speakers, the artistically-shot film helmed by Cole Paviour visualises the power of sound.

Using cymatics – a technique discovered in 1680 to visually represent sound – the video controls the movement of different particles on the vibrating speakers.

Innovation Architect Yifei Chai brings the spot to life – by capturing how sand, liquid and paint react to the beats in Kiesza’s chart-topping hit Hideaway.

From concentric circles forming in a vodka-filled petri dish to colourful, geometric kaleidoscope patterns created in paint - the elements seemingly dance to the music.

Showcasing incredible audio and visual effects, the experimental video allows the viewer to imagine and sense what is happening inside the speaker when the music plays – and to listen to the well-known track in a completely new way.

 

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