To create awareness and excitement for Sony's new in-dash A/V navigation systems with TomTom technology, 180LA created a digital campaign that includes two entertaining music videos featuring a mash-up of music and navigation.Sony's new navigation systems are their first ever in-dash offering for the U.S. market, and feature some of the most advanced music, navigation and video technologies available today.The rock ballad and R&B style videos use lyrics like 'Head north on Sepulveda'. You missed your turn. Recalculating Route, Recalculating Routeâ to entertainingly remind the viewer that they don't need to purchase two different devices to enjoy the benefits of music and navigation.Directed by Grammy Award Winner, Trish Sie who is known for her work with OK Go's 'Here it Goes Again' Treadmill video, the videos by fictitious bands 'GPyeS' and 'La Route' launch November 1st. All of us at Sony wanted to find a creative way to show, through this campaign, that music and navigation can come together in a surprising and entertaining way,â said Su-Ren Neo, Brand Manager with Sony Electronics. Gavin Lester, creative director at 180LA added, 'The videos target 22-49 year-old women and men who take their digital music everywhere but are looking for a dependable, quality way to play their music and videos in the car.'
Client: Sony Agency: 180LA Production Company: bob industries Country: United States of America Campaign: AVN Spot: Rock Ballad and R&B Agency: 180 Los Angeles Client: Sony Agency: 180LA Executive Creative Director: William Gelner Creative Directors: Gavin Lester, Ari Weiss Copywriter: Laura Mulloy Art Director: Amy Servidea Executive Producer/Managing Partner: Peter Cline Producer: Dave Stephenson Digital Producer: Daniel Laiblin Group Account Director: Kelli Stam Account Manager: Mike Slatkin Production Production Co.: Bob Industries Director: Trish Sie DP: Andy Kebo Executive Producer: T.K Knowles Executive Producer: John OâGrady Executive Producer: Chuck Ryant Producer: Diane Castrup Production Designer: Paula Good Stylist: Heather Zweigel Casting Company: Craig Colvin Casting Casting Director: Craig Colvin Shoot Location: Los Angeles Shoot Date: 10/12 - 10/13 Editorial Editorial Company: Lost Planet Editor: Bruce Herrman Executive Producer: Gary Ward Producer: Sherwin Shilati Assistant Editor: Jason Dopko Completion/Special Effects: Online/VFX: Liquid VFX Smoke/Flame Artist: Jim Bohn Producer: Terry OâGara Recording Mix Recording Studio: Eleven Sound Mixer: Scott Burns Asst Mixer: Ben Freer Executive Producer: DJ Fox-Engstrom Music Music Co: HUM Music Composer: Jimmy Hahn Creative Director: Alex Kemp Executive Producer: Debbi Landon Producer: Scott Glenn Client Credits Senior VP of Marketing: Stuart Redsun Sr. Marketing Manager: Ken Byers Marketing Manager: Su-Ren Neovia www.coloribus.com