Sony | Bravia TV Launch

The TV retail market is fiercely competitive, with Samsung and LG some of the most established brands in the category.

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Sony's brief was to launch the new Bravia 4K range, approximately 6 months after major launches from the competition - playing catchup with a more premium price point, but also a more premium product.

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The campaign idea -  'Like Nothing You've Ever Experienced' - was brought to life by finding three real-life Australians and giving them everyday experiences that, for various reasons, they'd never had.

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Within 12 weeks Sony's market share moved from 0% to 93%.

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My role in the campaign, amongst others, was to sell in the groundbreaking creative idea, and manage a highly complex shoot over 12 days in some of the most challenging parts of Australia.