Sony Power Sound

Insight

A transcendence into depths of powerful bass.

For the second consecutive year, Sony partnered with Apache 207, one of Germany’s most influential artists, to launch Sony ULT, their latest line of premium speakers and headphones that redefine the listening experience.

Idea

The epicentre of sound.

A product universe was crafted where hearts, minds and bodies seamlessly converge. At the touch of a button, Apache 207 becomes the conductor of a transforming world. Like a gravitational force, deep bass technology rumbles, ripples and roars by acting as the catalyst that pulls listeners closer to the music they love.

Deep bass redefines how time is perceived at its epicentre, attracting and inspiring listeners to surrender to moments that reshape their experience.

The power of individuality.

An intimate experience unique to those who wear it. In his quest for clarity and definition, Apache 207 breaks through the barrier of convention with intention to set himself apart.

Unlock perspective.

Control the energy in the room with a simple rotation of the product. Distort time, captivate curiosity and bend worlds to change the environment around you.

Powerful sound was brought to life using live-action and post-production techniques. From the rumble beneath our feet to flipping the world upside down, the environment surrenders to each product’s power. 3D scanning Apache 207 and other key characters created moments that could last forever.

Impact

The moment of influence.

Sony tapped into a young, vibrant audience through Apache 207’s influence. The films were released on social media, with the more extensive campaign playing a core role across Apache 207’s European tour, reaching millions of people while boosting Sony ULT’s headphones and speakers visibility.