Sony BRAVIA

Context:

Working on the Sony account at Modem Media/Publicis, we received a request to create print assets – also to be used digitally – for the upcoming holiday season campaign. They asked that we use visual elements created by one of their other agencies, Fallon, for their new European broadcast spot for their latest line of BRAVIA™ televisions, which they would be shooting in San Francisco.

Contribution:

I was on-set for the shoot, working with my partner to compile a visual wishlist of the imagery we wanted for the work we were creating. Once produced, I wrote the copy for the print assets, primarily focused on punching up the individual product copy in a way that would seamlessly tie in with the Fallon work, which, if you're familiar with, used a song, four words, and the product name to say it all. Writing tie-in copy was the challenge I successfully met, even though those balls would always have the final word no matter the medium.

Impact:

• BRAVIA holiday sales surpassed revenue expectations by >24% in North America that year

• In the UK, the Sony BRAVIA line became the #1 top-selling line of televisions that year – not seen since the introduction of their Trinitron technology in 1968

• My involvement was the biggest motivator of my career for discovering new and innovative ways to push for and present attention-grabbing creativity with genuine delight