Hi-Res Audio Walkman
Role: Senior copywriter, strategy
“Hi-Res Audio? Who cares?”
The challenge of this product was introducing a completely new technology. 15 years ago, High Definition TV was a puzzle to most consumers. Today, the same applies to High-Resolution Audio.
We had to strike a balance of what it was, why they’d like it, and how it worked (just a little—to support the claims of superior sound). Our inclusion of a short video about one of the passionate engineers helped personalize the technology, and features/benefits were conveyed with at-a-glance phrases. Sony’s beautiful product photography clinched the impression of a premium Walkman now offering premium sound.