This concept called for some quite intricate 3D, so I brought post house Glassworks on board as a production partner, directing a team of their animators and compositors.

Above is the static, topline action blocking I used to get the ball rolling with the team at Glassworks…

And here’s a snippet of the dev work produced as we raced through the schedule.

The spot went down very well client side, resulting in a much broader multi-channel campaign that ran globally.

BACKGROUND:
Sony Mobile was keen to show off the social media aggregation feature that made it’s X10 handset the hottest phone on the block. The catch was they wanted to tell this story in a TV spot and they wanted it on air in 5 weeks!

With such a tight turnaround, and a clear request from the client that this spot act as a demo for the handset's UI, the challenge was to make the production achievable, and identify the right human angle to help viewers better see a feature as a benefit.

Using animation to focus on one person's story, and illustrating how the handset's hero feature was helping this person get the most out of life, a dull product demo was given a warmer human context.

This quick turnaround spot was so well received by Sony Mobile globally that it was re-versioned for a number of markets, and spawned a broader campaign in the UK market.