Custom-built spiral rig uses Xperia Z to capture London Fashion Week shoot

A custom-built spiral rig was installed with 100 Sony Xperia Z smartphones in order to capture a fashion shoot by designer Christopher Raeburn at London Fashion Week.

The film forms the latest instalment of the ‘Xperia Z Versus’ project and was designed to show how the camera in the Xperia Z makes it "easy to capture brilliant images in any light".

Brand: Sony Mobile

Agency: DigitasLBi

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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