For the Music

Client Sony
Agency Amazon Brand Innovation Lab
Role Creative Director

The brief

Sony Audio has a remarkable history of collaborating with international artists, with recent examples being Miguel and Sza.

For their latest headphone launch, they partnered up with the renowned German Hip Hop legend Apache 207. To ensure that the artist collaboration receives maximum visibility across all platforms and funnel stages, the Sony team reached out to BIL.

During our strategic analysis, we identified three customer problems that we aimed to address with this campaign:

Style and Design: Product photos and descriptions alone couldn't effectively convey the real look and feel of the headphones.
Noise Cancellation: Online reviews or product copy often struggle to provide a true sense of the impact ANC has on the listening experience.
Comfort and Fit: With customers unable to try on the headphones before purchasing, it becomes challenging for them to assess the fit and comfort.

To tackle these issues, we developed several new interactive components that allow customers to truly experience the product before making a purchase.

Leveraging the artist collaboration, we partnered with Amazon Music to integrate a playlist on the LP and offer a free trial of Amazon Music to everyone who buys the headphones.

We also used the artist’s songs to showcase the noise-cancelling function of the headphones.

The response

My role

Leading on the creative and strategy, from defining the Amazon customer and category insight to setting the art style and interaction design direction.

Overseeing the creative team to develop the concept, storyboards, art direction and digital assets needed to activate the campaign.

Collaborating with Amazon Music and Sony’s brand partnership team to get more value from the relationship with Apache 207.