The benefit of having extra bass is that it adds a tangible drive to your music – you can feel it. So, our project was to focus on a young hip-hop dancer, who relies on the feeling of bass to perform. A dancer, born profoundly deaf.

Because Macy needs to feel the music, we composed an original bass-heavy music track, especially for her. We then provided the stage for her talents – a music video starring Macy and powered by EXTRA BASS speakers.

The video used a long continuous shot, to establish that Macy was perfectly in time, and was choreographed as a duet between her and the cameraman – like the audience was dancing with her.

We also wanted the audience to experience Macy’s perspective, so during the music video the track warps into a garbled, bass-driven world, where the floor ripples with sound.

The music video was supported by further video content. We told the story of the DEFY project, the story of Macy herself, and arranged a surprise meeting with her idol, Parris Goebel. This gave us the chance to further emotionally connect with our audience and reinforce the authenticity of our story.

Over 3 million views within the first week

¾ of Australasia’s engaged with the campaign

319% increase in sales