To communicate Sony’s unique blend of artists and engineers, we told the story of how those partnerships inspired the creation of seemingly crazy products. To show how this philosophy is baked into each product, we disassembled each into its parts—chips, wires and screens but also lollipops, opera glasses and bits of cheese representing the contribution of artists and engineers. As users scrolled through the site, the pieces assembled to tell our story. We also included videos and other features to continue that story. The finished product is a smooth, seamless experience that works across all devices including desktops, phones and tablets.

The site received over 700,000 unique visitors with an average of 3.52 minutes per visit. Conversation around the brand continued to shift from negative to positive, while significant traffic was driven to multiple platforms that further pushed the brand's artistry & engineering identity and further increased brand relevance.