SONY is an incredibly diverse company with a lot of heritage and numerous technological "firsts" to its credit. It was a great opportunity to be involved in a project with such a challenge: to bring all of this, in all of it's enormity, under one message.
This project was started in 2006 and was touched by many people along the way to the final work. I am proud to say that I was directly involved in forming the strategy, writing the line "make.believe" with Lee Hempstock, and the basic design of the yellow and blue spark.
Once the idea was solidified, SONY took it and implemented it in a big way. Literally displaying it across all consumer touch-points. In stores, in software, online and social sites, at events, on film and TV content, on packaging and even their products. As a philosophy of creation, the make.believe thought fits perfectly against all of these tools that help make one's imagination real. Below are some examples.
Possibly hundreds of people around the world having had a part to play in building up to the launch of this brand philosophy in 2009/2010 and I reckon it couldn't have been done without the focussed belief that anything you can imagine, you can make real. Congratulations to all who made this project happen.