theLIFT worked with the Retail Activation team at Sony to conceive and produce a video for Sony’s new line-up of Fashion Headphones for Target. The "target" demographic was younger males and females looking for high quality audio with a focus on style. The video concept was to create a scenario with dynamic back and forth interplay between a female DJ and a killer Dubstep dancer. theLIFT recruited Julius Chisolm, AKA “iGlide” from the Remote Kontrol Dance Crew, and the lovely DJ Alex Merrell for the dueling roles. The result was an energetic fast hitting dubstep video that grabs the attention of retail customers and quickly demonstrates the power and style of Sony’s new headphones at listening stations.