Sony asked Art of Visuals to find the creators for the WH-1000XM5 launch. As Creative Director, I wanted to make sure the campaign had representation from some of the best Latin creators in the world. People on the cutting edge of art and creativity.

The thinking stayed simple. You put the headphones on, the room goes quiet, and what's left is you and the work. That state change, distraction into focus and chaos into clarity, is what every film was built to show.

AOV built the campaign around three artists whose process people actually want to watch: Gawx Art (@gawx_art), Rudy Willingham (@rudy_willingham), and Mr B Baby (@mrbbaby). Each made a hero film on the same arc: the first spark, the messy middle, the finished work. Same story told three ways, with the XM5 as the way in. Sony Electronics reposted the films and the artists carried them to their own feeds.

Setting up the commercials was part of my job, but the main thing I helped with here was the direction. Identifying the creators and finding ways to build worlds around their creativity. My role was to identify influencers, work them into a campaign, and take viewers into their worlds.

The honesty showed up in the numbers. A 9 percent engagement rate is more than double what counts as high engagement for branded social, and 118 thousand people did more than scroll past. When the process is real, people lean in.