Sony Xperia: The Most Immersive Xperia

There's a new tablet in town.

Published on Aug 29, 2012

Editor's Pick

McCann New York takes a page out of Google's lo-fi handbook and raises the bar a few hundred notches, with a new spot to promote Sony's new Xperia tablet. The spot positions the Xperia as a real, tangible place, and highlights its capabilities in an immersive way, turning the tablets into stages where the action happens. The spot, directed by Partizan's Augustus Punch, was shot in one continuous take, and has three "acts," which highlights the tablet's trifecta of capabilities, for getting online, for watching and for gaming.

The spot will break in global markets, and isn't currently airing in the U.S. The campaign is a continuation of the "Made of Imagination" theme that began earlier in the year with a TV commercial by Wes Anderson.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Aug 29, 2012
McCann Worldgroup
Chief Creative Officer:
Tom Murphy
Sony Xperia
Chief Creative Officer:
Sean Bryan
Group Creative Director:
Mat Bisher
Senior Art Director:
Vi Luong
Associate Creative Director:
Colin Ilsley
Broadcast Producer:
Minnie Tran
Vice President, Senior Art Producer:
Wendy Leahy
Business Manager:
Ken Krausgill
Vice President, Business Partner:
Lauren LaValle
Production Company:
Augustus Punch
Visual Effects:
Senior Vice President, Executive Music Producer:
Peter Gannon
Kishi Bashi
Sound Design:
Joseph Fraioli
Sound Mix:
David Wolfe
John Piccolo
Visual Effects Artist:
Tom Leckie
Hugh Kretchmer
Gloss Postproduction
Sound and Music:

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.