Agency | Independent
Role | Campaign | Video Edit | 2nd Camera

“Sound is everywhere.”

Within the high-end world of home audio — theSound United family is one of the few at the top — with premium brands such as Polk Audio, Heos and Definitive Technology.

Looking to separate the Definitive Technology brand from others within the Company as well as in the market — they signed John Legend as a spokesman.

I was commissioned to produce a powerful digital and content campaign working with Spotify and various other platforms to announce the new partnership and bring the product along for the ride.

The only issue… “We only got a few hours with John in some rented loft space.”

Coming fresh from a performance the night before John was visibly exhausted.

As we woke and captured some b-roll around the city — we didn’t even know if the shoot would happen after a month of planning.

But John arrived, crushed some tea — and it was game on.

As a last-minute creative pivot based on his mood and the vibe in the room — I wanted to capture John as he was. To show the human behind the persona; real and raw and in the moment — not packaged and styled and primped.

Working alongside revered LA music photographer Myles Pettengill — what we got
was honest, unscripted dialog and raw emotional content from a true “Legend” — and a campaign that far surpassed its expectations of audience interactions.