Sony VAIO Fit

As creative director on the campaign page for the ‘new form factor’ Sony VAIO Fit, my role was orchestrating the concept, design and content creation.

The concept ‘A New Point of View’ is a play on words relating to the new way of working afforded by the Fit along with its transformational product design. The message was also woven into the campaign’s visuals – showing different angles of the product simultaneously.

A shoot provided both lifestyle and product photography as well as a video, which were used for ATL as well as digital.

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Year: 2013
Client: Sony
Agency: Hugo & Cat
Concept: Jonathan Sykes
Creative Director: Jonathan Sykes
Video: Jonathan Sykes, Oliver Osbourne
Still Photography: Adam Laycock