The spot shifts from beaches during sunset to the streets of bustling global cities, presenting a different character in each location listening and dancing to their own music via one of the new products on offer. The diversity of the scenes and characters reflect the portability and personality of the new range, giving individuals the ability to listen and dance anywhere and at any time to whatever soundtrack they like. The user journey is presented as unique as the individual themselves, echoing the strapline, ‘I am sound’.

Mill Colourist Jim Bracher explains, 'With this being shot over the course of many months in different locations all over the world, the challenge was to bring the beauty out of each scenario and make the most of the location conditions while maintaining a constant narrative flow. Each country needed to be treated individually due to the varying nature of the material, but the finished piece had to be unified, without any one element being made to look different or stand out. James and Pedro wanted it to look vibrant without being pushed – they were keen that the piece didn’t look heavy and unnatural. With this in mind I kept the overall palette fairly natural, using hue variation and luminance to try to give a sense of space and light, true to the differing locations, so that the observer might feel the atmosphere as though they themselves are the world traveller.'