This started as a personal test. I wanted to try the Sony WH-1000XM6 on my actual commute and see if the concept I had in mind would hold up as an ad. Thirty seconds, vertical format, self-initiated brief, built entirely through APIs.
The concept came from something that actually happened. Sitting in a packed Lisbon carriage with people pressing in on all sides, I reached into my bag, put the headphones on, and the world reorganised itself. That moment became the whole ad. Noise is the main character. It loses. The metro doesn't just get quieter in the final scene; it's replaced entirely by a forest, birdsong, a stream, and silence that took thirty seconds to earn.
Veo 3 generated every scene through the Google AI Studio API. Imagen 4 Ultra handled the reference images. The piano that fades in as the metro dissolves is Lyria 3, generated from a single text prompt. The voiceover is Noiz. Generation, polling, audio mixing, text overlay and final assembly all run through a Python pipeline orchestrated by Claude Code.
Sony's noise cancellation category runs on the same promise across almost every brand: it's quieter. Sony says it better than most, but the product benefit had already been said many times over. What hadn't been done was making someone feel the contrast in the first few seconds of a video.
The brief I gave myself was about a specific moment most people have had: putting headphones on in a noisy place and having the world reorganise itself. Not just quieter, but gone. The Lisbon metro gave me the setting, the packed carriage gave me the tension, and the headphones did exactly what the ad needed them to do.
"Listen to your dreamy thoughts." The tagline isn't about noise reduction. It's about what becomes possible once the noise is gone.
Strategy and full AI production, from brief to final file.
Start a conversation