The objective of the brief was to launch the Sony HDNA campaign online by informing people that all Sony products are made up of the same HD technology, something we call HDNA. Our aim was to establish Sony as the clear leader in high definition amongst those looking for, or who already own, HD products.

Our solution was to engage users by giving them a fun and interactive way to watch Sony Blu-ray movie trailers, while using the HDNA molecules to paint the story of HDNA transferal from one product to the other.