When Sony Ericsson and ad agency McCann Worldgroup made a commercial to introduce its new Sony Xperia phone using the theme “Made of Imagination”, they decided to commission script ideas from experts of whimsy: children.
Director Wes Anderson grilled 75 children in New York, London, and Los Angeles about what made an Xperia work. Jake Ryan, an 8-year-old actor from Long Island, had a perfect idea: robots. Three robots. “Tiny, tiny little robots,” to be exact
Nine custom sets, 37 hand-crafted models, and more than 10,000 man hours to “create a commercial made entirely of imagination.”
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