Our objective was to connect the Sony WH-1000XM3s to the deeper experience of creation: the pursuit of flow. We set out to show that music isn’t just background noise; it’s the invisible current that moves ideas forward, sharpens focus, and dissolves self-doubt. The vision was to position these headphones not as a gadget, but as a gateway that helps creatives tune out the world and drop fully into their craft. Through the stories of a director, painter, drummer, ballet dancer, and hip-hop dancer, we explored the universal struggle to find that state where everything aligns—when you stop thinking and start becoming the work itself.
Co-Producer
Creator casting
Original music composer
We produced a visually immersive campaign that took the viewer on a journey depicting the creative process.
The story followed five creatives as they worked through their process: from being stuck to discovering their flow to ultimate triumph.
Through omni-channel amplification, over 1.6 million impressions were made and nearly a quarter million actions were taken including likes, comments, link clicks, profile visits, and more. The calculated engagement rate more than doubled what industry standards consider “high” (3.5%-6%). Referencing similar campaigns, AOV’s average ER is 8.3%.
Flow State demonstrated Sony’s ability to tell human-centered stories that go beyond product features. By blending cinematic visuals, music, and emotional authenticity, the campaign turned headphones into a metaphor for focus, creativity, and inner alignment — resonating far beyond the tech world.
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