Sony 'mind of a child' by McCann Worldgroup

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Wes Anderson, the director of films including The Royal Tenenbaums, has shot the latest global spot for Sony's Xperia smartphones.

The TV and print campaign, by McCann Worldgroup, aims to demonstrate how Xperia smartphones are "made of imagination".

Anderson turned to the imaginations of children as inspiration for the TV commercial and the script is based verbatim on the thoughts of an eight-year-old boy. He was assisted by a team of animators, set designers and puppeteers. The ad uses stop-motion animation.

It was written by Ryan Montanti and art directed by Richard Kluver. The production company was Moxie Pictures. Jónsi from the Icelandic group Sigur Rós wrote and performed the music on the soundtrack.

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Released: 26 March 2012

Creative in this campaign:


Chairman, chief creative officer
Vice chairman, executive creative director
EVP, executive creative director
EVP, executive creative director
SVP, executive producer
VP, creative director
VP, creative director
Art director
Moxie Pictures
Executive producer
Head of production
Exec producer
President, executive producer
Animation director
Production designer, art director
Associate art director
Music supervisor
Sound design

Private View about this creative

Private View: Dave Dye and Trevor Ray Hart

Private View: Dave Dye and Trevor Ray Hart

With work from HTC, Walkers,, Tesco, Sony and Greene King.

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