Sony
The Future of Noise Cancellation

Agency
Good Friends

Role
Creative Director

Sony Electronics approached Good Friends to curate an exclusive preview for press, VIPs and influencers. Initially planned as a vibrant IRL event, COVID-19 forced us to find a way to deliver an equally exhilarating experience at home. So, we designed the ultimate unboxing experience. When opened, the event unfolded around you.

We designed a custom lightbox that responds to the sound around you, bringing a new source of light and rhythm into their homes, creating an ecosystem with the headphones. The final stroke was a tactile element that would get them thinking: a carefully curated magazine—with original essays on noise by star author Kyle Chaka—that also unfolds into a poster.

After being delivered to YouTube influencers, editors-in-chief, tech and lifestyle writers from coast to coast, over 60% of recipients published content about the experience on their respective editorial or social media outlets.