Watching an ad for a tv through an inferior tv.
How do you help people understand how good it is? 

Do you remember when you experienced something for the first time?
The first time you tasted ice cream, the first time you swam in the ocean, or the first time the hairs on the back of your neck stood on end with the roar of a stadium crowd.

That's what it's like to experience the new Sony 4K - like experiencing something for the very first time.

We found three Australians who had never experienced something before and gave them that experience so we could capture their emotion, their faces and their elation at the exact moment when they experience it for the first time.

Every shot you see in the film you watch is real people experiencing that moment for the very first time. No actors, no re-takes.

It was one of the most rewarding projects I have ever working on and still one of my favourite pieces of work.


Creative Direction

•  Film for TV, mobile, Pre-roll and VOD
•  Outdoor and print
•  Retail and in-store