Karl.Worksツ
Design and Direction
Design and Direction
Sony WH-1000XM4 — European rollout
Agency: DentsuX
Scope: Art Direction, Design, Motion
The Challenge
For the European launch of the WH-1000XM4 headphones, Sony needed to extend a global above-the-line campaign into fast-moving, social-first environments. The challenge was to retain the polish and authority of the hero TV work while adapting it for multiple platforms, formats, and languages — without diluting the product story or fragmenting the brand experience.
The Response
We developed a modular social asset system built from the hero TV footage, designed to flex across markets and platforms. Short-form edits, motion-led layouts, and localisation frameworks allowed key product benefits — from industry-leading noise cancellation to long battery life — to surface clearly within each format. By balancing consistency with cultural relevance, the work delivered a cohesive yet adaptable campaign, enabling Sony to maintain launch momentum and product clarity across Europe.