This Fashion Film Was 'Shot' by Musical Notes

Project by Retailer David Jones and Musician Daniel Johns Used 42 Cameras

Published On
Jul 21, 2015

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Australian fashion brand David Jones shot its latest commercial in an unusual way, using cameras triggered by music.

In a campaign orchestrated by Whybin/TBWA Sydney, the retailer teamed up with Australian performer David Johns. As Johns and his band performed the track "We Are Golden," from his solo album "Task," images were captured by 42 customized cameras set up on a rig and triggered by the vocals and instruments.

The film, running on both Johns' and David Jones' YouTube channels, was produced out of Sydney production company Will O'Rourke and shot by director Pete Baker of The Glue Society. As well as forming the basis of David Jones' campaign for its Spring/Summer collection (via the hashtag #ShotbySound), it will be as Johns' official music video for his the single.