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McCann Worldgroup's 'Frame' for Sony Xperia

Creative

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In-camera trickery from Partizan's Augustus Punch

McCann Worldgroup's 'Frame' for Sony Xperia

When technology meets imagination, something truly magical happens. Especially when that technology is the new XperiaTM Tablet. To do justice to the vastly immersive and deep user experience of Sony’s new tablet McCann Worldgroup literally decided to go big.

People have all seen how a tablet works. McCann decided to highlight the immersive experience. Life-size tablet frames were made to act as stages for the action in both the print and film. The film was also shot in one continuous take, highlighting Sony user platforms of discover (online), watch (viewing) and play (gaming). These three “acts” throughout the spot highlight the thought that the XperiaTM Tablet truly is “a place for your imagination to play.”

Credits:

McCann:
Tom Murphy: CCO
Sean Bryan: CCO
Mat Bisher : VP, Group Creative Director
Vi Luong : VP, Senior Art Director
Colin Ilsley: Associate Creative Director
Minnie Tran: Senior Broadcast Producer
Wendy Leahy: VP Senior Art Producer
Ken Krausgill: Business Manager
Lauren LaValle: VP Business Partner
Michael Tsang: Account Supervisor

Film:
Production Company: Partizan
Directors : Augustus Punch
Edit: Fluid
VFX: Framestore
Peter Gannon: SVP Executive Music Producer
Music: Kishi Bashi
Sound Design:Joseph Fraioli
Sound Mix: David Wolfe
Editor: John Piccolo