Unwrap Wonder - 2015 holiday campaign

Sony was founded in Japan almost 70 years ago and has remained on the cutting edge of global product design. Moving Brands was excited to continue its collaboration with Sony, concepting and creating the 2015 holiday campaign and storefront installation for its flagship New York store.

We collaborate with Moving Brands because we know we can trust them to do exceptional work in the design and the direction of our brand experiences. They delivered a fresh creative direction for our holiday campaign, which they expertly extended into our flagship window displays in NYC.

Denny Le, Senior Manager, Brand Marketing


The integrity of Sony products and behaviors is core to the business, creating new standards that turn ideas into global benchmarks, and its spirit of fun, curiosity and adventure dictates its design explorations. Our ambition was to capture this balance of experimentation and craft, in a campaign that could extend across print and digital ad platforms, including the retail experience for the 2015 holiday season.



After exploring different messaging routes, we lead with ‘Unwrap wonder.’ It had the hallmarks of a traditional holiday message, while including a sense of Sony’s wonder and curiosity. We defined an art direction style, including photography and typographic styles that would inform the creation of all assets.

We began experimenting with form, scale, color, material and structure. From metallic foil to silk to mylar, we wanted a material that was light, premium and similar to foil wrapping paper. We explored the art of unwrapping, from the way it drapes, nestles and clings to products, and how it expands into available space. We collaborated with established product photographer, Chris Peun.



To support Sony and its agencies on a successful rollout, we provided an easy to use holiday toolkit which included digital, print and retail experience assets. Consumers will see the ads throughout the holiday season on The concept really comes to life in Sony’s Madison Avenue store, as the focal point of their in-store window installation.