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.
As part of this project, we produced a series of images and short video clips featuring male and female models going about their day in different scenarios within an urban setting. Our focus was 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.
My role included the following:
- Leading creative brainstorms and conceptualizing ideas together with Punch’s studio team and lead photographer, Ben Fleming-Dufour;
- Pitching solid concepts to Sony Mobile’s senior marketing team;
- Project managing the Life in the City concept, from the creation of shot lists, mood boards, location packages, liaison with modeling agencies and locations, sourcing props, etc.;
- Overseeing production on the spot, and providing creative input;
- Overseeing the post-production of each asset, and ensuring that the outcome is on brand and meets client expectations.
Photography: Ben Fleming-Dufour (Punch)
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