To connect the TV spot to the online guessing game, digital agency LBi conceived of and created microsite Xperia World
to demonstrate the Xperia ion’s promise of immersive entertainment. LBi shot the same scene captured for the TV commercial from multiple angles and repurposed it for the microsite as a massive high-definition photo, creating a virtual city street with Sony entertainment properties including movies, TV shows, bands, songs and games.
Viewers are encouraged to share their guesses through social channels like Facebook, Twitter, Google+ and Pinterest as part of a virtual treasure hunt to find all the different Sony entertainment properties contained in the single block.
The Shoot on location
Located in the HUGE Fox Studios, Beverly Hills, Taylor James was tasked with shooting this large scale job in and around the production team for the TV commercial. Here are a few out-takes from the 3 day shoot...
Our duties for the duration of the shoot were to capture two separate sets of images. Firstly we needed to capture each building on the location, these buildings needed to be shot from equal distance, without obstruction and in similar light in order to appear to belong to the same street. Working around the production team we used the huge IQ-180 to ensure we had maximum possible detail.
Logistically being able to capture the action in each scene whilst remaining out of sight to the cameras was incredibly tricky; using a combination of long lenses and huge digital backs we captured as many pixels as possible from out sometime awkward vantage points. Each element was going to ultimately form part of a much larger composition.
The on set shoot was combined with photography shot in Taylor James' own studio, plus elements of CGI. The complex multi-part comp was then brought together by our creative retouchers to form a large layered file that can be zoomed into to show elements in great detail.
More behind the scenes footage to come - watch this space..
An Integrated Campaign
The interactive image created by Taylor James is just one part of a fully integrated campaign which includes television, digital, out-of-home, social media and print components. Conceived to demonstrate Sony Xperia's features and capabilities, it is being deployed across television, print, digital, out-of-home and retail to truly engage US audiences.
"To launch the Made of Imagination platform for Sony Mobile in the US, we wanted to show how the Xperia ion can unlock amazing entertainment experiences that totally immerses users," said Mat Bisher, Creative Director at McCann New York. "We wanted to bring it to life in a way that felt exciting and imaginative."