Sony: Flow State
Flow State: a campaign for Sony's flagship XM3 headphones. Five creatives stuck in the noise until they find their flow. Wrote and directed it all, storyboards to custom score.
director · creative director Instagram, YouTube + Facebook
Reposted by @sony
Find your flow.
Sony partnered with Art of Visuals to craft a campaign that underscores the value of taking time, trusting the process, and rediscovering inspiration. The campaign asks creators to slow down: trust the process, give the work room to breathe, and let inspiration set the pace.
A tool for the work, not another gadget.
Sony brought Art of Visuals in to put the WH-1000XM3 headphones at the center of the creative process, a tool for the work, not another gadget. DJ pitched Flow State: five creatives, a director, a painter, a drummer, a ballet dancer, and a hip-hop dancer, each stuck in the noise until the headphones go on and the flow arrives.
Play · The Spot ✳ The hero film · Flow State · published on Sony Electronics' own channel 
✳ On set · a crew of thirty · Flow State · Sony WH-1000XM3 A crew of thirty, one vision.
As the Creative Director and Co-Director of this campaign, My responsibilities included developing the initial pitch, managing a film crew of 30+, and overseeing both video and still photography. This included casting, creative briefs, and helping compose the music. I made sure every aspect of the production aligned with Sony's brand identity and that the products were showcased in their best light.
The full package was a hero film, hero imagery, and a gear highlight video, pushed everywhere AOV lives: Instagram, YouTube, Facebook, the newsletter, and the podcast. Sony published the film on its own channel and reposted the work on the @sony feed. It pulled 1.6 million impressions and 204 thousand actions, with an engagement rate more than double what the industry considers high.
The comments came in hot.
From InstagramWhen Art of Visuals posted the campaign set, the thread filled up: photographers on the light, editors on the sound design, and a lot of people suddenly needing headphones.
THUE ABSOLUTELY SLAYS 😍😍😍 10/10!! Also need to try these headphones! Need the noise cancelling for flying 🙌
♥ 4The sheer amount of talent on the AOV team is insane. Killer work!
♥ 1Turned out unreal
♥ 2I got these headphones at the beginning of the year, and I am absolutely blown away with their comfort, sound quality and ability to cancel out noise. Not sure what I'd do without them now haha
♥ 6The sound design is so rad
♥ 5Wow amazing job guys!! @artofvisuals @sony 🎥🔥🙌
♥ 5Never wanted to buy headphones more than after seeing this set 😂
Crazy backlit portrait 😍
The best headphones in the game I bought the new ones because AOV 🤘
♥ 3Noise cancellation has been an travel essential for me for sure, gonna have to check these out now!! Beautiful video!!
♥ 1When headphones turn into eye candy hard core. These images are 🔥🔥😍🙌
♥ 2Alright the photos turned out sick 😂
♥ 2Wow absolutely incredible guys ceases to impress
♥ 1Loved this video. Very informative and well said.
♥ 1Goosebumps!!
♥ 1
✳ Flow State · between the takes "Headphones don't make you more creative. Like a paintbrush or camera, they're a tool in the creative process. With fully immersive noise canceling, a clean aesthetic, and all-day wearability, the WH-1000XM3s are a great companion for creatives who need to consistently operate in flow."
DJ Ramirez, Creative Director, Art of Visuals
A look beyond the numbers
From InstagramThe real impact of a campaign isn't in the metrics, it's in the reaction. The response to Flow State was unmatched, bringing the community together around the creative journey.
Turned out unreal.
The sheer amount of talent on the AOV team is insane. Killer work!
The sound design is so rad.
♥ 5Wow, amazing job guys!! @artofvisuals @sony
♥ 5So sick boys! I love this.
♥ 5Got these at the beginning of the year and I am absolutely blown away with the comfort, sound quality, and ability to cancel out noise. Not sure what I would do without them now.
♥ 6The best headphones in the game. I bought the new ones because of AOV.
♥ 3Wow, absolutely incredible. Guys ceases to impress.
Never wanted to buy headphones more than after seeing this set.
Goosebumps!!
Noise cancellation has been a travel essential for me. Gonna have to check these out now. Beautiful video!!
These are amazing!!!
♥ 4So sick @artofvisuals, you all are killin it. And those headphones are the best out there.
Whaaa, you magician. Loved your episode. You killed it.
Best damn headphones, period.
Loved this video. Very informative and well said.
Such sick headphones, I need a pair stat!!
Good job team!!! This is amazing!!
♥ 3Literally cannot exist without these headphones!
My plan is to get featured here some day.
