W+K, Sony Focus on the Products

By Patrick Coffee 

Wieden+Kennedy’s latest spot for Sony, titled “Script to Screen,” has already earned more than a million YouTube views since its debut this weekend. But it’s new to us, and it’s the opening of the Fall edition of the brand’s ongoing “Be Moved” campaign, which started during the Golden Globes in January and continued in February with a profile of the New Jersey man behind “the world’s largest model railroad.

“Script to Screen” is a bit less…quirky than that offering:

In case you missed it, the point is that Sony doesn’t just make movies, music and games — they also make the tools.


Since this work is all about the products, we have two product-specific spots after the jump.

First, “If a Tree Falls” reminds us that surround sound is quite the invention:

“Roof” is even more straightforward:

While we do have a smartphone and a Playstation, we do not, unfortunately, have a roof. What’s the West Coast like this time of year?

The campaign will also include further multi-media elements: Variety, for example, will run a feature this week that “allows users to go back in time and revisit a selection of memorable news reports” from its past five decades…reports presumably created with Sony products.

Creative Directors Chris Groom / Stuart Brown
Copywriters Derek Szynal
Art Director Devin Gillespie
Producer Jessica Staples
Social Strategy Josie Goldberg
Strategic Planning Anibal Casso
Media/Comms Planning Kelly Muller
Account Team Trish Adams / Diana Gonzalez / Marcelina Ward
Business Affairs Cindy Lewellen / Karen Murillo
Project Management Shannon Hutchinson
Executive Creative Directors Joe Staples / Mark Fitzloff
Head of Production Ben Grylewicz


Production Company Anonymous Content / Some Such & Co
Director Daniel Wolfe
Executive Producer Jeff Baron, Tim Nash
Line Producer Caroline Pham
Director of Photography Robbie Ryan


Editorial Company Cosmo Street / Trim Editing
Editor Tom Lindsay
Exec Post Producer Jaclyn Paris
Post Producer Marie Mangahas


VFX Company The Mill
Exec VFX Producer Sue Troyan
VFX Producer Kait Boehm
Lead Flame Artist Billy Higgins
Flame Assist Steve Cokonis / Anthony Petitti
Smoke Artist Scott Johnson
Motion Graphics Greg Park / Clare Carrellas


Music Company Walker
Song (if applicable) “Central Services/The Office” (original recording)
Exec Producer Sara Matarazzo
Sound Design Company Barking Owl
Sound Designer Michael Anastasi
Exec Producer Kelly Bayett


Mix Company Lime Studios
Mixer Rohan Young
Producer Susie Boyajan