Retailer David Jones' New Campaign is Instrumental

Sydney-based agency WhybinTBWA has this week released an innovative campaign that combines music and photography to promote Australian retailer David Jones. 

The campaign, entiteld #ShotbySound, is, says Whybin, the first fashion shoot captured by musical instruments.

#ShotbySound features Australian music artist Daniel Johns and his band playing alongside David Jones Ambassadors, models Jessica Gomes and Montana Cox.

The shoot was controlled by the music, with images captured by 42 customised cameras set up on a rig that were triggered by Johns' vocals and the band’s instruments. A making of video, which explains the thinking and processes behind the idea, can be seen above.

Applying a customised set and telemetric-style cabling, the band was in control of the cameras, and with every sound from the live performance of the artists, imagery was captured. 

The series of #ShotbySound images will feature in the retailer’s Spring/Summer 2015 campaign which is released next month.

The campaign was created in collaboration with MAUD, Universal Music Australia, Will O'Rourke, M.A.P. and The Glue Society.