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Foundation Content Produces Cross-Platform Ad Campaign Introducing New Sony X Headphones with Simon Cowell

Culver City, CA, Sept. 24, 2012 –Simon Cowell and Sony Electronics teamed up with Foundation Content, through agency/partner Omelet (Los Angeles,) to conceive and produce a unique, cross-platform advertising campaign designed to introduce Sony’s new “X Brand” Headphones. In-house Foundation Content directors James Levon and the Focus Creeps shot these spots over four days on various locations across Los Angeles and San Diego, with second unit photography also shot in NYC.

The new campaign is running on in-store video monitors at Walmart, Best Buy, Target and Sony stores, and on the Jumbotron screen in New York City’s Times Square. The Foundation Content produced spots are entitled “Soul and Science” and “Lifestyle.” To view these spots, please see:

In director James Levon’s fast-paced spot “Soul and Science,” we see a cross-section of young people, from a car to a nightclub, from the sidewalk to a dance studio, and from a record store to the beach, describe what music means to them. A personal interview with Simon Cowell is included, in which he says, “I love music so much, I wanted to be in a position where I could make it. There is a different between ‘hearing’ and ‘listening’—I needed a serious tool to do my job. Sony and I both wanted to make the best headphones in the world, so we went to work. They just sound better.” Sony engineers then describe the features of the new headphones, after which noted music artists espouse the new product as well. The tag reads, “X: We Live Music. Sony.”

In “Lifestyle,” directed by the Focus Creeps, we see a music video-style montage of young people moving, dancing, and listening to their favorite tunes while wearing the Sony X headphones. The action packed video, set entirely to music, continually reinforces the theme “We Live Music.” The spot’s attractive young people remain on the “go” through a seamless blend of nightclubs, outdoor fun spots, and recording studios, along with a variety of other urban and suburban settings.

The new Sony X headphones campaign allowed Foundation Content to integrate every single aspect of the company. Foundation was given the opportunity to conceive a sexy and fun campaign that would introduce the world’s very best headphones to music lovers everywhere. Foundation’s directors James Levon and the Focus Creeps carefully assembled a fast-paced, colorful and diverse range of shots to reinforce the theme of ‘We Live Music.’ Deftly produced by Stacy Paris and Erin Sullivan, and supported by the Omelet ad team, Foundation was thrilled to work with Sony, the biggest name in electronics in the world, and Simon Cowell, the biggest star on television.


Agency: Omelet, Los Angeles
Production Company: Foundation Content

DIRECTOR — James Levon
EDITOR — James Levon
PRODUCER — Stacy Paris, Erin Sullivan
COLOR — Bob Sliga

DIRECTORS — Focus Creeps (Ben Chappell and Aaron Brown)
EDITOR — Anna Patel
PRODUCER — Stacy Paris
COLOR — Bob Sliga


With offices in Culver City (CA) and Chicago, Foundation Content, founded by Samantha Hart in 2004, is an “Indie Advertising Collective” that specializes in the conception, production and delivery of compelling advertising and marketing campaigns for a diverse group of clients. In conjunction with its creative partners, the Foundation Content team focuses on collaboration and efficient execution, helping brands find new and innovative ways by which to get their message across to their target audiences. The company is a Certified WBENC Minority/Womens’ Business Enterprise.

Foundation Content houses producers, directors, writers, editors, 2D/3D motion graphics artists, sound designers, along with smoke and color rooms, and shooting stages on the premises of each location. The company specializes in handling projects from inception to exhibition—and any stage in between. As an “Indie Advertising Collective,” Foundation Content exudes the energy of an indie film company, the experience of an established production & post production house, and the vision of a design boutique.

In addition to Sony Electronics, Foundation Content’s other clients include Walmart, Nissan, Whole Foods, vitaminwater, United Way, Radical Skin Care, and many others. For more info, please see:
and also:

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