Sony launches experimental campaign with London agency Ralph

Josh Hall's picture

Sony has today announced the launch of a new multi-part campaign bringing together Sony Entertainment artists and the company's creative technology products.

The campaign's first instalment features YouTube artist DDG and pro-skater Neen Williams, who have collaborated to make a video for DDG's song 'Push'. Filmed in a Los Angeles skatepark, the video uses Sony's MESH Internet of Things smart sensor product to trigger lights and projections.

The Sony Collaboration Series campaign, delivered by London agency Ralph, will also feature a spot for the company's flagship Xperia 1 smartphone and the forthcoming film 'Bad Boys For Life', and an immersive audio project.

Finally, the company is asking players of the PS4 game Dream to build a live performance space for an artist who will perform within the popular game's Dreams Universe.

Midori Tomita, VP Brand Communication at Sony Corporation, said: “Sony's purpose is to ‘Fill the world with emotion, through the power of creativity and technology’. We invite you to enjoy these unique experiences that only Sony can deliver."

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