The Project
How does hip-hop artist, Erick the Architect listen better with Sonos? This example of branded content in the form of a 360 degree video breaks down just that.
+ About SONOS
Sonos is a California based audio company started in the 1990’s by John mcFarlane.
OBJECTIVE
Showcase the first-ever Sonos Store in SoHo, NYC as a destination for sonic exploration.
With a series of listening huts individually designed by different NYC-based artists, guests can virtually take a break from the hustle of the City to navigate the showroom by immersing them in an unforgettable aural experience. How can we translate this experience to people outside NYC?
PUTTING THE PUZZLE TOGETHER
Sitting on the floor of a dimly lit listening hut, Erick the Architect of the Flatbush Zombies divulged his creative inspirations as I rolled tape. Our off-the-cuff conversation is the basis of the voiceover dotting our journey through through the space.
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We take advantage of the 360 frame, populating it with replicants of Erick peaking around the nooks and crannies of the showroom, compelling the audience to do the same. Hypebeast wrote, “exploring the possibilities within the space, Erick the Architect who is producer for the psychedelic hip-hop group Flatbush Zombies takes us on a 360 tour while detailing his life, the importance of vinyl, how he listens and how he gets in the zone to create.”
FINISHED PRODUCT
Our Street View-style tour on Google Maps enables visitors from anywhere to explore the showroom, poking around at their own pace, zooming in and spinning around.
TRIVIA
Def Jam Records co-founder and legendary music producer, Rick Rubin is a Sonos enthusiast. Find the photo of Rubin meditating, mounted to the wall above the head of Erick the Architect doing the same in one of the early scenes in the 360 Video.