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Motion Sonic Project

Motion Sonic Project | Sony | Dentsu
basics
Industry: Electronics & Audio-Visual
Media:Cyber
Market:Japan
Style: Minimalism
credit
Brand:
Agency:
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Sound Design:
Other credit:Entrant Company: DENTSU INC., Tokyo, Japan
Media Agency: DENTSU INC., Tokyo, JAPAN
PR Agency: DENTSU INC., Tokyo, JAPAN
CM Planner, KAZUOMI GOTO, DENTSU INC.
Creative Technologist, YASUHIRO TSUCHIYA, DENTSU INC.
Multi Planner, NARU KUDO, DENTSU TEC INC.
Planner/Event Producer, SHUN AOKI, Dentsu Live INC.
Hyper Programmer, SHUNICHI YAMAMOTO, Yamamoto Works Ltd.
Engineer, AKIYUKI OKAYASU, Yamamoto Works Ltd.
Sound Director, KATSUHIRO CHIBA, Freelance
Sound Designer, TAKASHI Numb KIZAWA, EKOUNE SOUND
Engineer, KENICHI TAKAHANA, Arque INC.
Art/Technical Director, JUN FUJIWARA, Freelance
Producer, Production Manager, SHO ISHIKAWA, KAZUYA KAWAMURA, TYO Inc. TYO drive
Corporate Officer/Executive Producer, Production Manager, TAKAHARU HATORI, RYO WATANABE, TYO Inc. MONSTER Division
Project Manager, KENSHI KURAHARA, ellroy Inc.
Dancer, s**t kingz, STKGZ Inc.
descriptioncnen
CampaignDescription

Sony has developed a highly accurate wearable microphone system that detects movement via the passage of air over the body.This enables free movements to be converted into a range of sound expressions.This allows the synchronization of body movement with sound to create a new style of performance: “enhanced physical expression with sound” and “free control of music through motion”. As if it turned the body into a musical instrument.
Strategy

The experimental device was developed with the cooperation of dancers and performers.The experiments they took part in not only drove the evolution of the device, but became the content itself for communicating Sony's technological capabilities and aspirations to the outside world.
Synopsis

Since ancient times, people have enjoyed music using their own body and body movements were also important means of expression.Sony focused on the possibilities of physical ability and explored on the creation of music through technology in ways never experienced before.
Execution

- The sounds produced from a karate demonstration amplified the sharpness of performance. Dancers, no longer danced to music, but rather created the music through their dance.- The video content of our results and development process were uploaded to the website. At the same time, we held experiential events of the experimental devices to spread the awareness worldwide.
Outcome

- Our videos of enhancing physical expressions with sound reached over 10 million viewers, going viral on SNS. Of those who tried the devices, 97.3% had a greater affinity for the Sony brand. *Data extracted from user survey- Below are reactions from performers in various genres after trying the device.”It’s like my body’s an instrument!”, “It’s a dancer’s ultimate edge!”, ”A totally new feeling of creating music”, “It turns my sensations into sound!”.- Well-known performers and TV shows approached us with inquiries about using it.
awards
Cannes Lions International Festival of Creativity 2017
Bronze Design
Sound Design
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
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