Broadcast spots with Taylor Swift, YouTube takeovers, in-store marketing pieces, and outdoor advertising. This is an overview of all the touchpoints for Sony's Love To Give holiday campaign.
At Sony stores—which are similar to Apple stores—I was responsible for writing all "retail tile" copy. That is, the messaging that customers see on product tables (tiles) when they're considering a purchase.
I was asked to write 60 unique signs to add interest to the stark walls of Sony's new North American headquarters, a planet-friendly LEED-certified building.
"Whoa, easy on the napkins. But take all the mustard packs you want.”
"Please refrain from kicking the copier.”
"These walls are covered with very fancy, very recyclable natural limestone.”
"This waterfall made possible by the air conditioner. Thanks, condensation.”
"Look at all the Prii. That's the official plural of Prius." (It's true.)
"remember: 4th floor here is 3rd floor there. How'd they do that?”
"These wood panels are FSC certified. In other words, logged legally and responsibly.”
"Just 260 steps to the top. Let's do this.”
After thousands of entries from young photographers across the country, Sony chose the talented Emily Tebbetts to be Taylor Swift's photographer for a day.
The idea for the copy here was to create a campaign that highlighted the sharing aspect of Sony's products. First you make something cool, then you want to share it with friends. We made user-generated content the star, and infused that idea into magazine ads, social sites, billboards and broadcast.
Broadcast spots with Taylor Swift, YouTube takeovers, in-store marketing pieces, and outdoor advertising. This is an overview of all the touchpoints for Sony's Love To Give holiday campaign.
This campaign was all about putting the listener first. It's not about how the headphones look, it's about how they make you feel (although they look great).
"Fill the room with sound, not speakers." My idea here was to convey the joys of surround sound without the hassle of wiring separate speakers all over the room.
As seen on Sony.com and demos at channel retailers like Best Buy.
This interactive piece let window shoppers experience product features from the sidewalk. I wrote copy that spoke to peoples' specific interests.
This demo let customers do two things: (1) Learn features of the TV and (2) choose content from real-world sources like DirecTV, Blu-Ray, and PlayStation.
Sony's Spring 2012 Catalog Cover, Direct Mail
Sony "Love to Give" Holiday Brochure, In-store Collateral
My "They'll Love It" Slogan for Sony Holiday Mailer
In-store take-away pieces for Best Buy and Sony stores
I wrote the copy for this special-edition photo book, where Taylor Swift spent eight hours with America's Next Top Model photographer and TV personality, Nigel Barker. He captured her for the day, shooting with Sony's various Cyber-shot and Alpha cameras.
Landing page for Xperia PLAY smartphone on sony.com
Sony.com homepage rotation
Landing page for Xperia NEO smartphone on sony.com
