SONY — EXTRA.ORDINARY
Campaign Concept · Campaign Strategy · Storytelling · Art Direction · Film Direction · Social
I led the creative development and digital execution of EXTRA.ORDINARY, a Sony campaign showcasing camera technology through entertaining, visually ambitious filmmaking rather than conventional product demonstrations.
CAMPAIGN CONCEPT & CREATIVE DEVELOPMENT
I explored the technical capabilities of Sony’s cameras, translating product specifications into creative opportunities for filmmakers.
Rather than relying on conventional product demonstrations, I developed a range of concepts that used storytelling, visual experimentation and the craft of filmmaking to give the technology a compelling creative purpose. I shaped the strongest ideas into film treatments, connecting product capability with engaging stories and distinctive visual approaches.
PRODUCT CAPABILITY → CREATIVE OPPORTUNITY → CAMPAIGN CONCEPT
THE FILMS
BOXING — CAPTURING THE ACTION
Filmed in an East London boxing gym, this film explored the challenge of capturing fast-moving action. Fast shutter speeds and a variety of camera rigs — including handheld setups, body-mounted cameras, counterweights and dolly rails — created different perspectives on the movement and intensity of the sport. Sound and external monitors were also part of the production setup.
PÂTISSIER — THE ART OF DETAIL
This film explored the beauty of cake-making through detailed photography, shallow depth of field and carefully controlled lighting. Different lenses and camera setups, including sliders, tripods and POV cameras, captured the textures, precision and fine detail of the process.
FAIRGROUND — LOW LIGHT & SLOW MOTION
The fairground setting provided an opportunity to explore the camera’s low-light sensitivity and slow-motion capabilities. Shutter speeds, lens choices and sound all contributed to capturing the atmosphere and visual character of the environment while exploring the camera’s performance in challenging lighting conditions.
FILM DIRECTION
Creative Direction · Shot Planning · On-Set Art Direction · Production Management · Format Adaptation · Production Collaboration
I co-directed the three on-location productions, translating the campaign concept into clear performances, carefully planned shots and a warm, premium visual style. Working closely with the production team, I shaped the visual direction, made key creative decisions on set and kept production on track against deadlines and budgets.
I ensured both 9:16 social and 16:9 tutorial formats were catered for, balancing human-first, platform-native social storytelling with members-only films focused on product functionality. This meant capturing the campaign’s creative vision while delivering content tailored to different audiences, platforms and objectives.
SOCIAL CREATIVE
Content Strategy · Short-Form Content · Filmmaking Tutorials · Social Engagement
Working with filmmaker Philip Bloom, I developed supporting content around The Story of the Shoot, taking audiences behind the scenes of the productions. Alongside the in-depth tutorials, I created short-form, shareable content designed to engage social audiences and bring the filmmaking process to life.
The tutorials explored practical techniques, from lighting and lens choices to camera rigs and shooting in challenging conditions. Together, the content extended the campaign beyond the hero films, combining accessible, shareable social storytelling with educational content for the filmmaking community.
DIGITAL CONTENT & COMMUNITY
Digital Strategy · Website Content · CRM & Email · Members’ Area · Community Engagement
I led digital execution across Sony’s websites, social channels and CRM/email programmes, connecting the campaign films with a members-only experience for Sony filmmakers.
The registered members’ area used camera ownership to unlock exclusive educational content, premium filmmaking tutorials and community features. Blogs, forums and filmmaker discussions encouraged knowledge-sharing, while editorial-style email communications brought members back to the platform.
By connecting filmmaking education, community and product discovery, the experience helped build loyalty around Sony’s professional camera ecosystem, creating opportunities to explore compatible lenses and accessories alongside the technology itself.