Sony creates monophonic add

Wednesday 31st of October 2007

Sony has released its first ever monophonic advert to coincide with the launch of its next generation of WALKMAN digital media players.

The new creative is from Fallon. Juan Cabral, creative director at Fallon, worked with the creative team at Samuel Akesson & Tomas Mankovsky to fashion this unique project. It takes a piece by Hollywood composer Peter Raeburn, and gives each member of a 128-piece orchestra just one note to play in order to reconstruct the entire melody.

"It's been an amazing project, to see all these different little pieces of sound gather to create a big piece music was magic. Rows of musicians and lines of sound travelling back and forth is something you don't see everyday," Tomas Mankovsky, from Fallon's creative team, commented.

"It was a fun process, from hearing the first drafts of the track, to see the rehearsals and watching all of it fall in to place. From the beginning we didn't know if we should go with a existing track or compose something original and with Peter Raeburn aboard we decided to go with the latter."