MediaCom Beyond Advertising has given music legend Moby a staring role in the launch of the new Sony Walkman.
The creator of 1999 classic 'Why Does My Heart Feel So Bad?' features in a series of videos and adverts to highlight the fact that the latest Walkman enables downloads of hi-res audio files, allowing listeners to hear the music as the artist truly intended.
The film forms part of a partnership facilitated by MBA between Sony Consumer Electronics and Bauer Media music properties Q and Mojo.
MBA's Create team drove the creative direction of the campaign and collaborated with Bauer to create video content featuring Moby.
Additional content includes Mojo and Q writes discussing the power of SONY Hi-Res Audio and how the additional music quality has made them feel like they're back in the studio with their favourite bands.
The content will be hosted on Q and Mojo as well as the Sony Europe YouTube channel and supported by advertorials in the magazines as well as a digital campaign across the sites that goes live on Monday 1st December.
A shorter version of the Moby film will also be seeded via YouTube.