David Jones launches world’s first fashion shoot powered by music in a new collaboration with musician Daniel Johns via Whybin\TBWA Sydney
David Jones has announced a collaboration with enigmatic Australian musician Daniel Johns, for its Spring Summer 2015 campaign, in the world’s first fashion shoot captured by musical instruments.
#ShotbySound is a collaboration between Johns and David Jones, enabled by Whybin\TBWA, MAUD, Universal Music Australia, Will O’Rourke, M.A.P. and Glue Society. Bespoke technology delivered by Digital Arts Network Sydney. Media strategy by Carat.
The iconic retailer has amplified the relationship between fashion and music with its innovative campaign #ShotbySound. Johns and his band performed the track “We Are Golden”, from his acclaimed solo album TALK, igniting the technology to shoot this season’s fashion campaign. Applying a customised set and telemetric style cabling, the band was in control 
of 42 cameras, which were triggered by Johns’ vocals and the band’s instruments to capture campaign photographs.
An incredible series of images have been produced featuring David Jones ambassadors Jessica Gomes and Montana Cox with Daniel Johns and his band playing alongside them.
Fashion, technology and art combine in this unique, exciting and inspiring collaboration, with Daniel Johns also releasing a music video for the track captured on set with David Jones. This music clip, available on both Johns’ and David Jones’ YouTube channels, was shot by Sydney production company Will O’Rourke by director Pete Baker of The Glue Society. 15-second edits of the 
music video will be released across social channels to amplify the content.
Says Sean Gardner, technology lead for the project, from Digital Arts Network Sydney: “Building new technology from scratch is challenging but we like pushing the limits of what you can do with tech. Musicians usually just focus on their music but the #ShotBySound technology gave Daniel and his band the chance to trigger the cameras for their own music video and the David Jones campaign.”
Says Matt Brown, electrical engineer for the project: “We took the music as an input and programmed it to take photos based on the frequencies and amplitudes of Daniel’s music. It’s never been done before but who knows, this could become the future of music videos.”
Says Victoria Doidge, general manager marketing communications, David Jones: “Creativity and design are inherent in enduring fashion brands and as the home of Australia’s leading international and local designers they are core to David Jones’ identity.
“Musicians have always pushed the boundaries of fashion and have long been style icons that we admire and mirror. Daniel reflects many of the personality traits we aspire to. He is mercurial, fashion-forward, a creative genius and always ahead of the curve, which is why he was a natural fit for David Jones for our new season campaign.”
Says Johns: “One of the things I’m enjoying about working solo after all those years in a band is that it gives me the freedom to try new things. I’ve also enjoyed having an opportunity to explore new creative collaborations so this project was a good fit. It was great to work with so many talented people on the video.”
The Spring Summer 2015 Fashion Launch event will reflect the concept and guests can expect an auditory and overall sensory experience unlike anything David Jones has showcased before.
Production Company: Will O’Rourke
Director: Pete Baker, The Glue Society
Executive Producer: Michael Ritchie
Head of Projects/Producer: Josh Mullens
DoP: Russell Boyd
Camera Operator: Tim Tregoning
Multi-Camera Array Operator: Tom Brandon
Audio Engineer: Matt Brown
Technology Project Manager: Scott Stirling
Production Designer: Enzo Iacono
Post House: Glue Society Studios
Editor: Luke Crethar, The Glue Society
Studio Producer: Scott Stirling
Colourist: Christine Trodd
18 Comments
wank
Im surprised they used the same song from the QANTAS ad, I would have thought they would have written a new song just for DJ’s
Sorry guys, all that hype and so little substance. Why bins Sydney seems to believe it’s own bulls it these days…..this is awful.
I like it
embarrassing.
Whybin outsourcing creative to Glue Society…
How times have changed.
They left one line out of the press release…
“We’ve just taken advertising wank to a new level.”
Great job guys – really well executed.
shit ad and a shit music video, congrats.
Tim Tregoning did a better job on this similar concept a couple of years ago.
https://vimeo.com/77093002
The jury is no longer out and find the creative directors of Whybins Sydney guilty of creating twaddle. Not even original twaddle at that.
#ShitbySound
I see what you did there @Valentinob
Ah….could have done this in post right?
Would have been “new” if all done for real and in about 1/4 of the time.
Hey guys first timer here! I love campaign brief ! But I don’t understand why everyone here has nothing better to do than hate on great work. Probz because your all shit kunts at your jobs and your parents never loved you.
I agree. This campaign has now set a giganctic aspirational chasm against the underperforming Myer. I wish I had done it. Grow up you idiots, get off the blog and back to the white page. By the way, I bet when all the designer based content work comes off this, you’ll all have very red faces indeed. Retail fashion is hard. Applaud it.
But this is an easy answer.
Get a good musician to sell out and create a music video for a collection.
This does have a bit of tech to it – yes. But that only makes the shots poor.
There is little emotion or connection in them.
It’s a bunch of over paid ‘stars’ caught up in a mediocre idea.
And by the way, people comment on this blog when something is either really good or really shit. If you read most of the comments then you’ll know where this sits.
Why so many haters? It’s a bloody good campaign. Well done.