Technics “Working Dad”

Director: James Niebuhr

Caruso Company produced “Working Dad” for Panasonic Technics, in collaboration with I&Co., with direction by James Niebuhr. The film is built around a simple idea: while headphones are a constant in a busy day, what people choose to listen to—and how they experience sound—is personal.

The piece follows a working father moving through a full day, balancing work, family, and everything in between. The structure is designed to keep him in motion, using a mix of locations and situations to reflect the pace and variety of his routine. Rather than relying on dialogue, the film uses sound and music to carry the narrative.

Technics’ smart features—noise canceling, multipoint connectivity, and ambient mode—are integrated into the story through everyday use. These features are demonstrated through shifts in audio perspective, allowing the audience to experience how sound changes depending on the environment. The approach keeps the product grounded in real behavior, rather than isolating it for demonstration.

James Niebuhr selected a music track that drives the piece forward while leaving room for environmental sound to come through. Sound design plays a central role, placing the viewer at the point of audition of the main character. As he moves through different settings, the mix adjusts to reflect what he hears, creating a sense of movement and variation throughout the film.

Visually, DP Spencer Nottage keeps the camera close and responsive to the subject, capturing transitions and small moments across the day. Editorial, handled by Ryan Kavanaugh at 1606 Studio, focuses on pacing and rhythm, balancing music with sound design to maintain continuity.

The final film presents a day-in-the-life structure that highlights both the product features and the broader experience of listening, keeping the focus on use, movement, and perspective.