Invisible North orchestrated a groundbreaking global launch campaign for Sonos’ entry into the headphone market with the Sonos Ace, featuring a television spot with Suki Waterhouse, innovative CGI social content, still photography, OOH, and DOOH campaign.
Sonos tasked Invisible North with developing a campaign to introduce their first headphones to a fresh, refined, diverse audience. The goal was clear: position Sonos and its newest product, Sonos Ace, as essentials for a generation that demands their sound to keep up with their vibrant lives.
The global 360 campaign covered all bases. From a hero TV spot featuring multi-talented actress, singer, and model Suki Waterhouse to out-of-home (OOH) ads in major cities, audio and radio spots, and a dynamic social media campaign, every element was crafted and coordinated by Invisible North.
Known for its high-quality sound and obsessively crafted design, Sonos sought to break into a new market of younger, fashion-forward consumers. To reach this audience Invisible North embraced a culturally-savvy, fashion-forward approach, presenting Sonos Ace headphones as both a piece of technology and a stylish accessory for self-expression.
The 360 campaign is anchored by a TV spot shot in Tribeca that elevates a tech accessory into the realm of high fashion and luxury style. Meticulously designed shots harmonized with Suki’s track “My Fun” and showcased the product. Directed by frequent collaborator Peter Glanz, Invisible North, an agency, production, and post-house hybrid, handled every aspect of the commercial in-house—from concept creation and script development to production, post-production, and outputting. Legendary sound house Q Department ensured the sound quality matched the visual excellence, capturing the premium audio experience that Sonos deserves.
Invisible North tapped into the trend of using CGI in brand campaigns by working with Universe out of Amsterdam to craft the headphones and effects. Stock footage of iconic landmarks, including Big Ben in London and the Statue of Liberty in New York City, was combined with photorealistic computer models. The result: believably real film clips that amplified these iconic places, generating buzz and shareability akin to experiential stunts. This approach gave people worldwide a chance to meet Sonos Ace in a visually stunning and culturally relevant manner.
“We are so proud to have had the opportunity to partner with Sonos to take them into new uncharted territory as a brand with the launch of Sonos Ace,” said Amber Ward, Founder and CEO of Invisible North. “As a creative agency and production company hybrid, we were able to craft the Sonos Ace story with unmatched speed. Our hybrid model is special and it allows for an effective and streamlined process on 360 projects, as we’re able to work on various components simultaneously. This is what we love to do and we are so thankful to Sonos for trusting us on such a momentous moment in their company history.”
Supporting the TV and CGI efforts is a fashion-forward OOH campaign featuring Suki Waterhouse as well as audio spots set for global distribution.
Invisible North is proud to partner with Sonos in this exciting new chapter, continuing its mission to create unforgettable, culturally resonant campaigns.
