4 new products and one surprise collaboration later…

With Kaz and Kuni just off the stage, and a fair few announcements under our belts, we thought it might be useful to provide a quick rundown of what just happened.

First off we brought you more news about the new SmartWear Experience with SmartBand SWR10. Focusing on Lifelogging, flexible style and life tools, SmartBand SWR10 represents our next step into smart wearables.

Next was the turn of Xperia Z2, our best ever smartphone with a host of awesome new features like Timeshift Video, 4k recording, digital noise cancelling and much, much more. Following on from Z2 we had its (big?) brother Xperia Z2 Tablet, the thinnest, lightest, waterproof 10″ tablet in the world, and our best tablet yet. And in order to bring premium smartphone experiences to a broader audience, we also announced Xperia M2, a smartphone with the best tech in its class offering outstanding performance and value.

Products, however, were only part of the story as Kaz Hirai gave an inspiring speech around the power of one Sony before passing back to Kuni who demonstrated just what that means when he announced the next Sony campaign.

The centerpiece of our new campaign is a 90 second film, depicting a day in the life of French dancer & choreographer Jeremié Bélingard – you could say it’s our boldest outing to date, employing dance, awesome music(!) and creative expression, to dramatise those details that we feel showcase Xperia Z2 as the “Best of Sony”.

So, earlier we shared part of the story behind how our campaign film came together. We collaborated with the Estate of Michael Jackson and Sony’s own Epic Records to make it happen; it’s a pretty special and unique partnership within the Sony family, linked to the global launch of Xperia Z2.

We felt that a product that showcases the “Best of Sony” should be promoted with music from one of the world’s best artists. So check out the first result from this exciting partnership above and stay tuned for more in the coming weeks.

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