Sony camera banner

PROJECT

SONY PICTURES TELEVISION • GLOBAL BRAND REFRESH

AGENCY

TROIKA

CLIENT

Sony Pictures

CHALLENGE

Create a singular brand identity that leverage Sony's iconic place in technology, innovation and entertainment to launch their global television brand.

Sony Headphones

APPROACH

Working with Troika on strategy and branding, I helped home in on the story of how Kazuo Hirai founded SONY based on the Japanese concept of "Kando", meaning "emotionally moving experience". With that idea, I surfaced what would become SONY's new global positioning:  THE POWER TO MOVE.

From pitch to launch, I brought this this unifying line to life through the writing of promos, on-air language, B2B materials, social media, and internal communication.

WORK

The result was a memorable through-line, showcasing how the SONY spirit of moving audiences,  from the Walkman to the Spiderman movie franchise, powers a ground-breaking global TV brand.

"THE POWER TO MOVE" TRAILER