Freelance | UltraSuperNew
Art Direction
Graphic Design
Installations
2025
The headphone category sells image. Style. Status. Everyone talks about music, no one talks about sound. Edifier needed to stand out in a market that wasn’t listening.
Japanese audiences are rejecting labels, choosing substance over status, authenticity over aesthetics. They want the freedom to decide for themselves. Sound should work the same way. It doesn’t need excess to be powerful.
Let the Sound Speak. Not a tagline, but a statement. I stripped everything back to what actually matters: pure sound, heard as it was meant to be heard.
I led the Art Direction, handled all the design and image direction. The campaign places sound at center stage through a visual language of science meeting emotion: waveforms that measure feeling, imagery that makes the invisible audible.
To bring the idea to life, I designed an immersive pop-up in Shibuya. Not a product showroom, but an exploration of sound itself. Three rooms: The Sound of Silence (an anechoic chamber where you hear your own heartbeat), The Sound of Japan (a collective, evolving soundscape created by the community), and The Sound of Things (hidden frequencies in plants, materials, objects you assumed were mute). More than an exhibition, it was a space where sound finally gets room to speak.
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