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Sony Walkman and Fallon shoot first mono advertising in the world
Fallon London launches another large-scale project for Sony. Once famous for the Bravia three rollers in the center of "the scale of creativity" was the last generation of players Sony Walkman.
Roller «Music Pieces» («Musical pieces"), which will be released in a television broadcast a day after tomorrow, November 1, 2007, at Sony proudly called "the first mono advertising" - 128 musicians gathered in the orchestra to play just one note ( or so) and to connect those notes into a coherent melody.
The project brought together musicians playing a variety of instruments - from symphonic instruments and electric guitars to children's piano. The shooting took place at Alexandra Palace, London theater, famous for its acoustics. Musicians join together in groups and were seated in the hall so that the melody, moving from one group to another, create a kind of sound wave. Directed by Nick Gordon made spot from Academy Films, a conductor and composer - Peter Raeburn from Los Angeles.
Filming took three days: two days spent in rehearsal and on the third day was made just 4 doubles, the latter of which turned out to be perfect. Sony has literally swears that the movie really is a single 30-second double, which is not interrupted during the shooting and that there was no added sound and no picture on the post-production.
We remove all this is just the two chambers. But the sound recording microphones 98, 5 of which covered the overall sound.
The orchestra consists of 128 musicians. They played 32 drums 8 bells, 1 toy bells, 6 Kalimba, 20 synthesizers, 4 toy piano, 1 shofar (special Jewish pipe, which the viewer can see at the beginning of the video), 8 tubes, 4 melodic (keyboard wind instrument ), 8 bass, electric guitar and 4 32 music boxes.
Samuael Akesson , Fallon's creative team: «The main objective was compliance with the slogan Music Like No Other. And it seems we have. But until the end of the work we were not sure that all this will work as it should. It was something amazing - to hear how they sound together. I think you know what it means to be part of something special, something no one has ever done before ... it makes the whole process a unique experience for everyone ».
Nick Gordon , Academy Films, directed by: & quot; We did not want to just make an impressive clip. We wanted to inspire people, to get them to think about music as an exciting art form. I hope that this will cause discussion and further musical experimentation. Just like the Walkman many years ago because of the technological revolution in the market of portable music players «.
Hugo Feiler , General Manager for Audio Marketing Communications, Sony Europe: «Sony always helps rebels, and this video shows exactly that. The combination of talents and passions of many people created this organic product, which, as we all hope, will amaze our customers ».
Launch the main roller is preceded by a teaser in which the viewer sees only a preparation for something global and interesting, but not yet quite clear.
On-site promotional walkmanproject.com, every visitor can feel a part of this project and a unique orchestra. You can create your own melody and weave it into the overall sound, and it is possible to mix the original music. Thus the Sony Walkman as if collecting the "voices" of people from around the world. So how were collected voice in the video tools.
«Music Pieces» - this is a global integrated marketing campaign including television, print, online advertising, point of sale advertising and active PR. In addition, Sony also concludes partnership agreements with radio stations and cable TV channels, a unique collaboration. The budget of the campaign is certainly impressive, were not disclosed.
Photos from the shooting (clickable):
via # image493955
Roller «Music Pieces» («Musical pieces"), which will be released in a television broadcast a day after tomorrow, November 1, 2007, at Sony proudly called "the first mono advertising" - 128 musicians gathered in the orchestra to play just one note ( or so) and to connect those notes into a coherent melody.
The project brought together musicians playing a variety of instruments - from symphonic instruments and electric guitars to children's piano. The shooting took place at Alexandra Palace, London theater, famous for its acoustics. Musicians join together in groups and were seated in the hall so that the melody, moving from one group to another, create a kind of sound wave. Directed by Nick Gordon made spot from Academy Films, a conductor and composer - Peter Raeburn from Los Angeles.
Filming took three days: two days spent in rehearsal and on the third day was made just 4 doubles, the latter of which turned out to be perfect. Sony has literally swears that the movie really is a single 30-second double, which is not interrupted during the shooting and that there was no added sound and no picture on the post-production.
We remove all this is just the two chambers. But the sound recording microphones 98, 5 of which covered the overall sound.
The orchestra consists of 128 musicians. They played 32 drums 8 bells, 1 toy bells, 6 Kalimba, 20 synthesizers, 4 toy piano, 1 shofar (special Jewish pipe, which the viewer can see at the beginning of the video), 8 tubes, 4 melodic (keyboard wind instrument ), 8 bass, electric guitar and 4 32 music boxes.
Samuael Akesson , Fallon's creative team: «The main objective was compliance with the slogan Music Like No Other. And it seems we have. But until the end of the work we were not sure that all this will work as it should. It was something amazing - to hear how they sound together. I think you know what it means to be part of something special, something no one has ever done before ... it makes the whole process a unique experience for everyone ».
Nick Gordon , Academy Films, directed by: & quot; We did not want to just make an impressive clip. We wanted to inspire people, to get them to think about music as an exciting art form. I hope that this will cause discussion and further musical experimentation. Just like the Walkman many years ago because of the technological revolution in the market of portable music players «.
Hugo Feiler , General Manager for Audio Marketing Communications, Sony Europe: «Sony always helps rebels, and this video shows exactly that. The combination of talents and passions of many people created this organic product, which, as we all hope, will amaze our customers ».
Launch the main roller is preceded by a teaser in which the viewer sees only a preparation for something global and interesting, but not yet quite clear.
On-site promotional walkmanproject.com, every visitor can feel a part of this project and a unique orchestra. You can create your own melody and weave it into the overall sound, and it is possible to mix the original music. Thus the Sony Walkman as if collecting the "voices" of people from around the world. So how were collected voice in the video tools.
«Music Pieces» - this is a global integrated marketing campaign including television, print, online advertising, point of sale advertising and active PR. In addition, Sony also concludes partnership agreements with radio stations and cable TV channels, a unique collaboration. The budget of the campaign is certainly impressive, were not disclosed.
Photos from the shooting (clickable):
via # image493955
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