When it came time to introduce the Sony VAIO brand in Brazil, Marina del Rey agency Ignited Minds was ready to helm the launch. "The strategy was to focus on mobility, but since VAIO is a status symbol across Latin America, we also had to convey style and design," says art director Tim Washburn.
"Being a launch spot, it needed to feel 'big'," adds copywriter Jason Carter. "But we only had two weeks to produce the spot once it was approved. We ended up shooting, transferring and editing in 72 hours in Sao Paulo." So far, the results have been favorable. According to Washburn, "The commercial was originally slated to run exclusively in Brazil but the client has now decided to air it throughout Latin America."
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