Sound is the force that drives you to move. You shake your body, nod your head, tap your feet. Whether in a club, your home, or on the go, it's infectious. We stand up, we raise our chest high and we declare 'It's time to dance, I am the Sound.'
This campaign, supporting the release of Ministry of Sound's new audio range, filmed in 9 cities, showcases dancers from all over the world, the cities that inspire them and their passion for music.
Having made its name from being a pioneer in the electronic music scene back in the early nineties, Ministry of Sound has always been renowned for the amazing quality of its club sound system. It is now putting this to the test by bringing that sound quality to your daily life.
Each cities lead character is showcased in a short that reveals the unique way that part of the world or that particular character relates to music. Their dance and inspiration constructs a blueprint that represents a slice of how we experience music today.
Shino is a 27 year old dancer living in Tokyo. When she saw hip hop dancers in the streets in her teenage years it changed her. She has been an active dancer in the vibrant Tokyo scene for years and has built her unique style from club battles and her work with some of the most famous artists in the business.
TVC and more supporting films coming soon.