Sony: Xperia
Xperia is a phone with a cinema-grade Sony camera in it. Sony brought Art of Visuals in to amplify the launches, and DJ creative directed the run: five launches over four years, from working with the technical team on product development, to focus groups to commercials and everything in between.
Creative direction, directing, photo · strategy Measured on the Xperia PRO-I launch, the same partnership · industry calls 3.5 to 6% high · AOV channels + amplification
One partnership, a run of launches.
Sony kept coming back to Art of Visuals for its Xperia launches, and DJ creative directed the run: the PRO-I, the 1 III, and a summer with the 5 IV. The mission never changed: show that a phone can hold cinema-grade work in real life, not in a lab, and capture the magic of summer through the lens of Xperia.
For the Xperia PRO-I, I opened with a first look film, A Cinematographer's Dream, then kept the story going for six months: travel vlogs, mobile photography, four highlight videos, and 50+ images distributed across AOV's channels, from posts and Stories to Reels, IGTV, and YouTube. That launch alone made 3.6 million impressions and 569 thousand actions, with an engagement rate more than triple what industry standards consider high.
The Xperia 1 III got the same treatment over four months: a first look, a short documentary shot on the phone, a Sedona takeover, and 24 hours in NYC. Summer with Xperia was the next chapter of that run, built on everything the launches taught me.
Play · The Spot ✳ The launch film · Sony's Xperia PRO-I: A Cinematographer's Dream 
Play ✳ First look · A phone made for content creators 
Play ✳ Sedona Takeover 
Play ✳ 24 Hours in NYC 
Play ✳ The Hound · shot on the 1 III 
✳ Summer with Xperia · Golden hour · Shot on the Xperia 5 IV The ultimate adventure companion.
I developed a strategy focused on positioning the Xperia 5 IV as a phone that could keep up with any journey. From the start, my goal was to showcase how the Xperia's advanced camera features made it perfect for capturing everyday life moments. With Art of Visuals, I launched Summer with Xperia, a series of videos highlighting the phone's cinema-quality capabilities.
Sony sent over the Xperia 5 IV early, giving me time to test the camera, work out any bugs, and understand its strengths so I could maximize its potential in each shot.
Scripted to feel like a real summer.
Together with the team, DJ scripted and directed each shoot, focusing on scenes that felt true to a real summer: beach sunsets, road trips, and unexpected adventures. The goal was to show how easily the Xperia could capture beautiful, spontaneous moments.
Each video emphasized the Xperia 5 IV's high-res imaging and vivid colors, showcasing the phone's ability to create a cinematic feel without any extra equipment.
I turned the Xperia 5 IV from a smartphone into a storytelling device, a summer staple for creators worldwide.
The campaign impact.
✳ Summer with Xperia · Sony Xperia 5 IV · Art of Visuals Sony sent the phone early.
Before launch, Sony provided early access to the Xperia 5 IV to experience its functionality firsthand. This early look gave me valuable time to test the camera's full range: identifying its strengths, pinpointing areas to troubleshoot, and aligning my strategy with the Xperia's standout qualities.
While directing the campaign, I kept my camera close, shooting behind-the-scenes and capturing the Xperia 5 IV in action. I snapped everything, from the phone handling to those perfect golden-hour shots to candid moments. For me, it was about capturing the vibe of the season.
