Creativity

Sony Xperia: The Most Immersive Xperia

There's a new tablet in town.

Published on Aug 29, 2012

Editor's Pick

McCann New York takes a page out of Google's lo-fi handbook and raises the bar a few hundred notches, with a new spot to promote Sony's new Xperia tablet. The spot positions the Xperia as a real, tangible place, and highlights its capabilities in an immersive way, turning the tablets into stages where the action happens. The spot, directed by Partizan's Augustus Punch, was shot in one continuous take, and has three "acts," which highlights the tablet's trifecta of capabilities, for getting online, for watching and for gaming.

The spot will break in global markets, and isn't currently airing in the U.S. The campaign is a continuation of the "Made of Imagination" theme that began earlier in the year with a TV commercial by Wes Anderson.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Aug 29, 2012
Agency:
McCann Worldgroup
CCO:
Tom Murphy
Client:
Sony Xperia
CCO:
Sean Bryan
GCD:
Mat Bisher
Senior Art Director:
Vi Luong
ACD:
Colin Ilsley
Senior Broadcast Producer:
Minnie Tran
VP Senior Art Producer:
Wendy Leahy
Business Manager:
Ken Krausgill
VP Business Partner:
Lauren LaValle
Production Company:
Partizan
Director:
Augustus Punch
Edit:
Fluid
VFX:
Framestore
SVP Executive Music Producer:
Peter Gannon
Music:
Kishi Bashi
Sound Design:
Joseph Fraioli
Sound Mix:
David Wolfe
Editor:
John Piccolo
VFX Artist:
Tom Leckie
Photographer:
Hugh Kretchmer
Retouching:
Gloss Postproduction
Music and Sound:
Butter

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.