We were asked to transform the Lookbook into a series of films. An integral part of the “Only with Sony” campaign, the videos needed to convey the symbiotic relationship between Sony technology and design.

Our challenge was threefold; to define the motion concept, create a system and guidelines to bind the series, and finally produce 17 beautiful films. Approaching the creation of the films from this systematic point of view would ensure their flexibility across digital, retail and ambient use, and provide guidance for future motion work.

Sony’s promise of ‘technology with heart’ drove the concept, pointing us to future-focused cinematography. By embracing 90-degree angles in the product movement and a Fibonacci curve device in the camera treatment, the motion is weightless, considered and intentional. Most importantly, the end result is distinct and identifiably Sony.

The films are fit for purpose for maximum exposure across all platforms. They can be seen in some of the world’s most famous advertising environments, including Times Square and Madison Square Gardens, as well as the Sony retail environments and digital platforms.

The future-proof system we developed will allow Sony to continue to create ownable motion assets, across all devices and products.

“The team has fully delivered against the objectives – a premium product positioning, a more emphatic brand voice, with an inspired video approach that is differentiated and ownable for Sony.”

Patrick Bewley, VP Brand Experience Marketing Sony