SAN DIEGO, Calif., April 26, 2010 Sony Electronics has teamed up with four-time GRAMMY award-winning singer/songwriter Taylor Swift to promote its latest Cyber-shot digital cameras in an integrated marketing campaign that puts the spotlight on the companys latest innovations. The ads with Swift zero in on the sleek and powerful Cyber-shot DSC-TX7 digital still camera and its intelligent iSweep Panorama feature that captures ultra-wide panoramic shots in one easy press and sweep motion; a technology innovation currently only available by Sony. Primetime advertising spots featuring Swift discovering that she can capture the breadth of her audience with the new TX7 camera will start airing today on NBC, FOX and CW, accompanied by digital and print ads carried out through June. Sony will also spread the word about the new digital camera commercial through social networks. My fans are on the cutting edge, and Im very interested in the newest and best technologies out there, said Swift. Im super excited to be working with Sony and using the TX7 camera. The iSweep panorama mode is amazing. This campaign with Swift and the TX7 camera is the start of a year-long campaign designed to demonstrate the quality, innovation, style and design that only Sony-branded products stand for, said Stuart Redsun, Sony Electronics senior vice president, corporate marketing. Sony is the only electronics company that creates entertainment and the only entertainment company that makes electronics. The wow factor in our newest ad is clearly illustrated when Taylor puts the TX7 in action. The campaign launches with Taylor Swift visiting Sony's Innovation Center to try out the new Cyber-shot, noted Ari Weiss, Creative Director for 180 Los Angeles. Throughout the year well have different visitors drop in to experience the latest in Sony innovations. You may even see Justin Timberlake stop by.
Campaign: 2010 Sony HQ Length: 30 Spot: Fans Agency: 180 Los Angeles Client: Sony Agency: 180LA Executive Creative Director: William Gelner Creative Directors: Ari Weiss & Gavin Lester Copywriter: Kevin Doyle Art Director: Chris Toland Head of Production/Managing Partner: Peter Cline Executive Producer: Colleen Wellman Producer: B頇arrett Group Account Director: Kelli Stam Account Director: Michele Tebbe Planner: Sebastian Gunnewig Production Production Co.: Smuggler Director: Guy Shelmerdine 2nd Unit Director/DP: Grieg Frasier Executive Producer/Partner: Brian Carmody Executive Producer/COO: Lisa Rich Production Designer: Tom Hartman Stylist: Casey Storm Casting Company: Liz Paulson Casting Casting Director: Liz Paulson Shoot Location: Downey Studios Shoot Date: March 23, 24 2010 Editorial Editorial Company: Mackenzie Cutler Editor: Gavin Cutler Executive Producer: Melissa Miller Assistant Editor: Mona Selma, Zoe Mougin (Cosmo Street) Completion/Special Effects Colorist: Mark Gethin Transfer Facility: MPC - Moving Picture Company Online/VFX: MPC Moving Picture Company VFX Supervisor: Kim Stevenson Henry/Flame Artist: Kim Stevenson Executive Producer: Matthew Winks Head of Production: Andrew Bell Producer: Jolie Sendrow Recording Mix Recording Studio: Eleven Date: 4/16/2010 Mixer: Jeff Payne Asst Mixer: Ben Freer Executive Producer: DJ Fox-Engstrom Music/Sound Design Music Co: Beacon Street Studios Composer: Andrew Feltenstein & John Nau Producer: Adrea Lavezzoli Client Credits Senior Vice President, Marketing: Stuart Redsun Director, Brand Messaging: Alberto Escobedo Sr. Manager, Brand Messaging: Christine Gately-Evans