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.
Hear sounds from the streets around you and stay in the loop – completely hands-free. Discover dual listening from #Xperia Ear Duo.https://t.co/kiGFtOLzHb pic.twitter.com/ZE3fQABOUf— Sony | Xperia (@sonyxperia) June 18, 2018
A smartphone designed for a life on the go. #Xperia XZ2 Compact https://t.co/EeqlJBdxJ3 pic.twitter.com/WmBhjQ4bl8— Sony | Xperia (@sonyxperia) June 15, 2018
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.
The ultimate in Sony craftsmanship, #Xperia XZ2 is uniquely beautiful. Discover the range in four stunning colours. https://t.co/cKKVLyewVU pic.twitter.com/LRjztNAKp8— Sony | Xperia (@sonyxperia) June 11, 2018
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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