This film was first screened at the world's largest consumer electronics event - IFA in Berlin, in front of the audience in the Sony exhibition space.2 minute films were created that were the artists' interpretation of Sony products. This was the first time VJs had worked in full 1080p HD. These films were projected live in full HD onto screens 40m wide by 15m tall which were mirrored on each end creating an illusion that they went on forever.We used the latest in visual artforms to celebrate the ground-breaking technologies behind each product in a visually stunning and entertaining way.

Sony’s overall aim was to position itself as the world’s leading digital entertainment brand – rather than just an electronics company.