SONY 
VAIO FIT Social Launch

Challenge
SONY was about to launch it's new VAIO FIT; a laptop that flips into a tablet. They tasked us with creating a social media campaign which demonstrated the devices versatility.

Approach
The initial inspiration came from the way the device twisted and folded in different ways – making us think about yoga… more specifically the different names for yoga positions. 

We settled on the concept of creating a number of positions the user would adopt whilst using the device, and gave each  a name. 

Working with photographer Cody Burridge, we set about creating a series of hyper-real images with a cast acting out each position – with a little tongue in cheek. 

Concept Development / Art Direction / Design Development / Identity