Objectives: To leverage Sony’s sponsorship of Tropfest, the world’s largest Short Film Festival; to communicate Sony’s leadership in High Definition technology; and to demonstrate the same passion for amateur filmmaking as the 400,000 festival attendees.

Strategy: Expand the lifecycle of Tropfest by creating a communication to run in the weeks leading up to and after the event.

The Idea: The Making of Horn! - a 5-part series of 'mockumentary' videos that follows the adventures of two hapless short filmmakers. This was supported by an ambient media campaign promoting their fictitious film 'Horn', and a competition.