The Xperia™ XZ Premium from Sony brings back the ‘wonder’ with its incredible features in TMW Unlimited’s debut global campaign.

Jun. 01, 2017

Sony Mobile is releasing its new integrated global campaign which is going live from 1st June. TMW Unlimited created video content which was born out of the desire to bring to life the incredible features of the latest flagship Xperia XZ Premium smartphone – with its industry leading image capture, display and audio features.

With the help of budding young minds as well as inventor and YouTube sensation Matthew Perks, TMW Unlimited conducted exciting experiments using Sony’s Xperia XZ Premium – the wonder of the results seen through the inquisitive eyes of a child.

In ‘Paint vs Statues’ a stark, white gallery of magnificent marble statues gets a colourful awakening as paint-filled balloons hit them from all directions. The XZ Premium captures every splatter in crisp detail with its incredible 960 frames per second thanks to its unrivalled Super slow motion capabilities.

‘Balloons vs Cacti’ captures the frenzied moment the two objects are introduced. The inquisitive kids watch on through the device’s crisp and colourful 4K HDR display as the balloons descend to their spikey fate.

And in ‘Powder vs cymbals’, the incredible quality of the High-Resolution Audio is displayed in a visual and audio spectacle featuring a violinist, cymbals and pellets of powdered paint. Beautiful chaos ensues.

Lisa Kelly, Head of Global Digital Communications at Sony Mobile Communications, said:

“The digital content really does justice to the genuinely market leading and innovative features within the Xperia XZ Premium. It’s beautifully brought to life in a way that’s instantly recognisable as Sony, while providing a fresh and unique perspective through the eyes of children.”

 

Graeme Noble, Creative Director at TMW Unlimited, said:

“There aren't many things that bring back child-like wonder in grown ups these days, but the Super slow motion, 4K HDR display and Hi-Res Audio in the Xperia XZ Premium can – hence our mini scientists being the perfect choice to showcase them. No one has done anything quite like this before and MindsEye not only accepted our ambitious challenges, they ran with them. Much of the filming came down to a few nerve-racking split seconds captured in Super slow motion. Nail biting, yes, but the results were worth it.”

 

With the help of influencers, the thumb-stopping content is set to get people talking across a range of digital and social channels, before running on TV across the UK, France, Poland, Sweden, Denmark, Finland, Norway and more. Backed by print and out-of-home executions in selected European countries.

The work breaks on 1 June, with the above-the-line campaign running until 2 July and the below-the-line work until the end of August.