FCB New Zealand has unveiled a ground-breaking project, DEFY, for Sony Australia New Zealand, launching the new Extra Bass SRS-XB3 wireless speaker. At the heart of the campaign is Macy Baez, a 15-year-old hip-hop dancer who was born profoundly deaf.
The collaboration with the young dancer features a hip-hop/electro track specifically designed for her, so she can literally feel the music, powered by Sony’s new speakers.
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Senior Creative Lead: Kelly Lovelock
Creative: Melina Fiolitakis
Senior Creative: David Shirley
Head of Craft: Nick Smith
Retoucher: Scott Kelly
Studio Director: Simon Pengelly
Head of Content | Exec Producer: Pip Mayne
Photography / Director Social Videos: Mike Braid
Group Account Director & New Business Director: Toby Sellers
Account Director: Hannah Downes
Account Manager: Laura Little
Head of Strategy: Rufus Chuter
Digital Strategy Director: Dan West
Digital Media Director: Kate Grigg
Digital Media Buyer: Kate Kennedy
Senior Account Director, PR, Activation & Social: Joanna James
Senior Account Manager, PR: Laura Platts (Douglas)
Account Executive, PR: Violet Hong
Social Content: Mark Cameron and Kate MacDonald
Client: Sony New Zealand and Australia
Product: SRS-XB3
Client Name: Sam Williams
Production Company: Flying Fish
Production Company Director: James Solomon
Production Company Producer: Sam Attenborough
Production Company DOP: Marty Williams
Production Company Editor: Fiona Hayden
Original Music Composition: Level Two Music
Composer: Josh Fountain
Producer: Tim Bern