- Sony
- Consumer Tech
- Film & Production
Premium product films that could only be Sony
From its 4K TV to the Vaio flip pc, tech titan Sony wanted the premium products in its print Lookbook showcased in films that would seduce its US customers with the theme of ‘Technical mastery. Artistic nuance.’
Share this
Patrick Bewley
VP Brand Experience Marketing Sony
A systematic approach to 17 films
We defined the concept, created guidelines for the series – and made 17 beautiful films, one for each product. Developing a systematic approach ensured flexibility across digital, retail and ambient use – and provided guidance for future motion work, allowing Sony to create ownable motion assets for all products, across all devices.
From static to cinematic
Taking our cue from the static Lookbook, each product was translated from a high-fashion photographic style into something stunningly cinematic, emphasising the symbiotic relationship between Sony technology and Sony design. Weightless motion, graceful camera treatments and considered focus on product details create an experience that informs as it entices. Signed off with the message ‘Only with Sony’, the entire series feels conspicuously different from any competitor.
As seen on Times Square
Made for screens of all sizes, but intended for online use only, the final films were so successful that Sony’s marketing department gave them maximum exposure – playing out on digital billboards in North America’s most iconic sites: Times Square and Madison Square Garden in New York City.
