In the first half of 2018, Sony Mobile needed a global campaign for their brand new premium smartphones, Xperia XZ2 and Xperia XZ2 Compact, as well as the recently launched wireless stereo headset, Xperia Ear Duo.
Punch was tasked with creating multiple creative concepts to advertise the new handsets and smart product across Sony Mobile’s global social media channels—making sure that each piece of creative aligns with the client’s marketing objectives.
My initial role was to lead creative brainstorms and conceptualize ideas together with Punch’s studio team and lead photographer, Ben Fleming-Dufour, as well as to pitch solid concepts to Sony Mobile’s senior marketing team. This later on transformed into the overall the project management of seven different lifestyle concepts, including the creation of shot lists, mood boards, location packages, liaison with modeling agencies and locations, sourcing props, etc.
I also oversaw the production of each shoot, as well as post-production of all videos, stills, and other content formats, providing creative input and ensuring that the outcome is on brand and meets client expectations. Please see a selection of these concepts below.
We created a series of Pinterest-worthy flatlays that capture the smartphones surrounded by aesthetic objects of the same colour palette. Each shot highlights one specific handset colour with the surrounding objects complementing that shade.
Life in the City
A series of images and short video clips 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.
— Sony Xperia (@sonyxperia) June 18, 2018
— Sony Xperia (@sonyxperia) June 15, 2018
Through these assets, our goal was to exhibit the ergonomic design and “perfect hand-fit” of the Xperia XZ2 and Xperia XZ2 Compact smartphones in a fun and unconventional way. Our hero asset was a video, featuring hands of various male and female models moving along to the rhythm of the background music, displaying different colored backgrounds and devices. The video was accompanied by a selection of still images on social media.
Xperia XZ2 and Xperia XZ2 Compact were made to fit your hand perfectly. http://bit.ly/FB-XperiaXZ2
Posted by Sony Mobile on Tuesday, June 26, 2018
A suite of images showing the Xperia XZ2 and Xperia XZ2 Compact devices against complementary and contrasting materials, playing with textures to demonstrate the premium craftsmanship of the smartphones.
— Sony Xperia (@sonyxperia) June 11, 2018
Reflections of Light
These images capture the reflection and explore the shiny, glass surface of Xperia XZ2 from different angles. Shooting outdoors, we used a mirror to reflect the sky and clouds.
Photography / videography: Ben Fleming-Dufour (Punch)
© Sony Mobile, All Rights Reserved