Sony Mobile contracted us to produce a series of product launch video web spots for the launch of its Xperia X Series phones.  The marketing team needed to find a fun way to show off some of the smartphone’s new features, specifically the video and photo features. We cast a group of Bay Area break dancers as a unique and engaging way to bring the phone’s features to life.

Shooting in a cool loft space in San Francisco , we captured footage for the video series around four themes: Video, Photo, Streaming/Gaming and Recap.  Our talented choreographer and dancer Jeff Wong assembled a talented and diverse group of breakers; Dopey Fresh, Nasty Ray and Funky Tyler.

DP/Director Steve Wynn made sure that the Xperia phone always had hero placement in the framing of each shot.  Writer/producer Joanie Wynn  attended to the details, ensuring that all elements throughout pre-production, production and post production were “buttoned down” and met the client expectations.

In post, we combined existing Sony assets with our orignal, live action footage to create four short tutorial-style videos.  We shot additional wrap-arounds with our Sony engineer host and packaged it all together for both US and Canada release schedules.

The series was launched on Facebook and other social media channels as a support to their consumer outreach and education campaign.

Bayside Entertainment is a great video production partner to work with and they know how to bring the creative ideas out of your mind and onto the screen. I’m a big fan and I recommend Bayside Entertainment highly.

Don Mesa, VP Marketing, North America, Sony Mobile Communications


Sony Mobile