Overview
Type of Project
Ad Campaign Concept
My Role
Art Direction, Graphic Design
Tools
Photoshop
This campaign reimagines Sony’s industry-leading noise-cancelling headphones through the dramatic lens of Edvard Munch’s most iconic paintings. Munch’s figures often exist in a world of emotional turbulence—frozen in moments of solitude, overwhelmed by the chaos around them. By placing Sony’s headphones into these scenes, the campaign transforms that chaos into calm, suggesting that slipping on a pair can quiet even the most overwhelming inner and outer noise.
The taglines — “Cancels the loudest of noises,” “Feel every note scream,” and “Silence the World” — play off Munch’s expressive visual language, blending the intensity of his art with Sony’s celebrated audio clarity. The result is a surreal fusion of sound and silence that positions the headphones not just as a device, but as an escape: a way to step inside your own stillness, even when the world feels as loud as a scream.
Background
PROCESS
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During the research phase, I explored several well-known artworks to find a piece that could complement Sony’s headphones. The Scream, a universally recognized image, stood out as it reflected the anxieties and emotional struggles often experienced by young people. Music is a common form of escape from these feelings, which naturally connects to Sony’s headphones, renowned for their high-quality sound and industry-leading noise cancellation. I felt that Edvard Munch’s works could be a good match for a Sony ad campaign.