This Moment

Sony: This Moment

Sony brought Art of Visuals in on the XM4 launch. DJ shaped the story, wrote the briefs, and directed the stills. I cast three creators who filmed their own BTS, turning the talent into the amplification.

creative direction · campaign Development · influencer activation
WH-1000XM4The product
3Creators cast
Own BTSThe talent became the amplification
\ The brief

When the world gets noisy, make quiet desirable.

Feeling overwhelmed shouldn't be the norm, but it's a feeling anyone can relate to. When the world gets noisy, Sony's WH-1000XM4 noise-canceling headphones aren't just a piece of tech, they're a device for creating an environment, a moment of peace and serenity no matter where you are or what may be happening around you. Art of Visuals teamed up with Sony to capture that moment. This moment is for you.

The film follows three creators I cast because they fit the story naturally: Audrie Storme, Karl Shakur, and Eric Rubens. Each one moves through their own version of a chaotic day, overwhelmed, anxious, frustrated, until the headphones go on. Eric finds his moment alone on a sailboat in the middle of the ocean at sunset. Audrie finds hers at home, surrounded by her music and her art. Karl escapes the city to a rooftop over downtown LA and dances the tension out.

This Moment campaign film poster Play · The Spot ✳ The spot · This Moment · Sony WH-1000XM4 · Art of Visuals
\ From film to stills

One moment, every format.

The spot set the feeling. The stills carried it everywhere else: same rooftops, same last light, cut for feeds and the campaign at large. I directed the photoshoot, the briefs and the calls on set, and Claire LeJune shot the stills. I creative-directed the system that holds it all together.

This Moment campaign photography ✳ This Moment · Stills by Claire LeJune
\ The job

Shape the story. Hold the standard.

As the creative director on this project, I helped shape the story, wrote the briefs, directed the stills, and made sure everything on set matched Sony's brand guides. I also worked closely with the production team through post, giving feedback on edits and prepping files for delivery.

Selects from the campaign 19 frames · stills + the spot

"More than just another pair of headphones, they're a device for creating an environment, a moment of peace and serenity no matter where you are."

The insight that built the spot

Crew manifest MC-2023-06
Sony Audio · This Moment · WH-1000XM4
Client Sony Audio
Agency Art of Visuals
Creative Direction · Photoshoot Direction DJ Ramirez
Production MGX Creative
Film Director Daniel Malikyar
Stills Claire LeJune
Filed MMXXIII · Crew of 06 DJ RamirezArchive