Sony set out to launch its new range of high-end headphones into the consumer market across Europe. Frantic partnered with Sony’s brand team to produce a series of four sharp, elegant fifteen-second animations to hero the XM6, the brand’s latest flagship and a benchmark in wireless audio.
Premium tech is a natural fit for CGI. The engineering that justifies the price, the drivers, the microphone arrays, the way the headband is built, is exactly what a lifestyle shoot cannot show. The task was to give that hidden engineering a launch with the polish to match the product.
The films were built for social, where attention has to be earned in the first second and most viewing happens with the sound off. Four short pieces gave Sony a set that could be deployed across markets while holding together as one campaign.
The creative zooms in on the XM6’s standout features: precision drivers, adaptive mic arrays and the sleek, low-profile headband. The camera moves dynamically across surfaces and components, giving audiences a close-up feel that lifestyle footage cannot reach.
At that scale there is no room for approximation. Each of the four films had to hold up at full resolution under macro scrutiny, with materials, lighting and motion working together so the engineering looks effortless and desirable. Soft-touch plastics, brushed metal accents and the matte headband each needed their own material treatment to feel as premium on screen as they do in the hand.
The set was built to a single visual signature, clean and confident, so the four pieces would sit together as one launch campaign no matter which market or placement they ran in.
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Brand Marketing Manager, Personal Entertainment, Sony Europe
The work became Sony’s best-performing post across social in Q3 2025, building launch buzz and giving the XM6 a visual signature as clean and confident as its sound.
For a flagship rolling out across Europe, that combination of polish and reach is the whole point. The films gave a product defined by what you cannot see a way to be understood, and shared, at a glance.
