Summer With Xperia
Directing, PHoto + Strategy
Strategy:
We developed a strategy focused on positioning the Xperia 5 IV as the ultimate adventure companion—a phone that could keep up with any journey. From the start, our goal was to showcase how the Xperia’s advanced camera features made it perfect for capturing everyday life moments. We planned each shot to highlight the phone’s resilience and versatility
in collaboration with Art of Visuals, we launched Summer with Xperia—a series of videos highlighting the Xperia’s cinema-quality capabilities. Sony sent over the Xperia 5 IV early, giving me time to test the camera, work out any bugs, and understand its strengths so we could maximize its potential in each shot.
Planning & Direction:
Together with the team, I scripted and directed each shoot, focusing on scenes that felt true to a real summer: beach sunsets, road trips, and unexpected adventures. The goal was to show how easily the Xperia could capture beautiful, spontaneous moments.
Execution: Each video emphasized the Xperia 5 IV’s high-res imaging and vivid colors, showcasing the phone’s ability to create a cinematic feel without any extra equipment.
Through this collaboration with Sony, we were able to position the Xperia 5 IV as an essential tool for creators, transforming it from a smartphone to a storytelling device. The Summer with Xperia campaign not only highlighted the product’s technical capabilities but also illustrated the experiences it could capture—making the Xperia 5 IV a summer staple for creators worldwide.
The Early Bird Gets The Phone
Before launch, Sony provided us with early access to the Xperia 5 IV to experience its functionality firsthand. This early look gave us valuable time to test the camera’s full range, identifying its strengths, pinpointing areas to troubleshoot, and aligning our strategy with the Xperia’s standout qualities.
While directing this campaign, I kept my camera close, shooting behind-the-scenes and capturing the Xperia 5 IV in action. I snapped everything—from the phone handling to those perfect golden hour shots to candid moments. For me, it was about capturing the vibe of the season, showing what the Xperia could do while making memories along the way.
Agency: Art Of Visuals
Client: Sony Xperia
Director/Creative Director: DJ Ramirez
DP: Komin Kovatonic
Stills: DJ Ramirez
