In 2018, Sony Mobile needed a global campaign for their new premium smartphones, Xperia XZ2 and Xperia XZ2 Compact, and a wireless stereo headset, Xperia Ear Duo. My agency, Punch, was tasked with developing creative concepts to advertize these products across Sony Mobile’s global social channels, engaging an audience of 25+ million.
As the account director with 360 ownership of this account, I facilitated creative brainstorms and conceptualized ideas with Punch’s studio team and lead photographer Ben Fleming-Dufour. I led the overall project management of seven lifestyle concepts, including client pitches, mood boards, shot lists, location packages, liaison with modeling agencies and locations, etc. I also oversaw the production and post-production of all videos and stills, providing creative input and ensuring that the outcome was on brand and met client expectations.
A series of flat lays that capture the smartphones surrounded by aesthetic objects of the same color palette.
Life in the City
A series of images and short videos featuring male and female models going about their day in different scenarios within an urban setting. The focus is on the Xperia brand being a part of everyday life, showcasing various features of the Xperia XZ2, Xperia XZ2 Compact, and Xperia Ear Duo in action.
A hero video and a selection of still images that exhibit the ergonomic design and “perfect hand-fit” of the new smartphones in a fun and unconventional way. The video features the hands of various male and female models moving along to the rhythm of the background music, displaying different colored backgrounds and devices.
A suite of images showing the Xperia XZ2 and Xperia XZ2 Compact against complementary and contrasting materials, playing with textures to demonstrate the premium craftsmanship of the smartphones.
Reflections of Light
A series of images that explore the shiny glass surface of the Xperia XZ2 from different angles. Shooting outdoors, we used a mirror to reflect the sky and clouds.
Photography / video: Ben Fleming-Dufour (Punch)
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