Bose was founded by engineers, and its products are known for their world-class construction. Their marketing has always reflected that. But in an effort to compete with the new generation of youth-driven brands, the company has played with more progressive, experimental campaigns that celebrate aesthetics as well as hardware. So for their newest signature product, the Bose QuietComfort Earbuds, Bose rolled out a multinational offering called “Feel It All,” celebrating the joy of getting lost in your favorite song.

The U.S. spots featured NFL superstars Patrick Mahomes and Lamar Jackson, and when it came time to create the Japanese market version, I was tapped to creative direct. We casted a pair of dancers who looked professional but accessible, who could play coy before breaking out into a full, lightly choreographed routine. Then I worked with wunderkind animator Kairi Sato on building custom design sequences to animate onto the walls behind talent, and connected with Audioforce to create a bespoke music track that fit the carefree tone of the dancers’ performance.

The spot was rolled out via paid media, social and in-stores ahead of the 2020 Holiday season, giving Japanese consumers a glimpse of what it’d feel like to truly let loose.

Creative Director: Dan Buyanovsky

AD: Mizuno Ryohei

Production: Mothership Tokyo

DP: Mikul Eriksson

AC: Flavio Gusmao

Stylist: Soichiro Kobayashi

Sound: Christian Storms

Edit: Shinagawa Kotaro

Color: Gabe Sanchez

Animation/VJ: Kairi Sato

Music: Audioforce

Storyboards: Jeremy Hannigan