A Regional Sports Campaign Shot on a Shoestring
Two years after the success of our cross-category concept Sony Splash Out, we saw another opportunity to create a collection of Sony products and position them as sports wearables.
We believed that it would be far more compelling to create branded content, telling stories about athletes who happen to use the products rather than go with the usual product-centric approach.
This began as a Singapore campaign, but after a million views from Singapore and across the region, Sony expanded the campaign the following year to key markets across Asia Pacific, allowing us to make films using international athletes.
These short films were shot on a shoestring budget, with a three man crew including just myself, a cameraman and cameraman’s assistant. All editing was done in house.
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Agency: Frontage Asia
Creative Director: Steve Chung
Copywriter: Steve Chung
Editor: Donn Dacalanio
Creative Director: Steve Chung
Copywriter: Steve Chung
Editor: Donn Dacalanio