Monster Music has crafted the original music and sound design for Sony’s new global headphones campaign, Sony 1000X The Collexion, launched in Japan.
The campaign was created with Dentsu, creative Toshihiko Tanabe, and production company AOI Pro, and directed by French directing duo SOS IN Bel Air.
Music creation began during pre-production, before the shoot. Directors, the creative team, and Paula Valstein and Roy Shen Zoor from Monster Music worked together from the early creative stages to develop a beat intended to make people move while carrying emotional impact.
Rather than treating the music as a layer added at the end, Monster Music built the track as part of the storytelling structure. According to the release, the song was designed to hold the film together, follow the characters’ different inner worlds, and create a sonic identity that felt bold, premium, and unmistakably Sony, said the studio.
The creative challenge, according to the release, was to find a balance between a contemporary beat and flow while giving the film a premium sound. The music was designed to support a shift between the outer world and the inner experience of putting on the earphones.
“With Sony, the challenge was to create music that feels emotional and cinematic, but still very precise and premium,” said Roy Shen Zoor, Founder / Composer, Monster Music.
“The film moves between the outside world and the inner world of the characters, so the score needed to breathe with the picture and grow naturally with the story. These are the projects we love most, when music is not just decoration, but part of the emotional architecture of the film.”
The campaign marks a step in Monster Music’s international work, with recent projects across the U.S., Europe, and Asia for brands including Sony, Coca-Cola, Huawei, L’Oréal Paris, and American Airlines and Citi. The company has studios and creative teams across New York, Amsterdam, Berlin, and Thailand.
Credits
Brand: Sony
Product: Sony 1000X The Collexion
Agency: Dentsu Creative
Creative: Toshihiko Tanabe
Directors: SOS IN Bel Air, Lucile, and Gandalf
Original Music and Sound Design: Monster Music
Director of Photography: Erwan Cloarec
Production Company:AOI Pro
