Sony Mobile VS Fashion

How do you demonstrate the new Cyber-shot camera embedded inside Sony’s latest smartphone? For the launch of the new Sony mobile, we brought technology and fashion together in a collaboration with designer Christopher Raeburn. We mounted 100 smartphones on a bespoke spiral rig that snaked around a fashion catwalk. Custom software, bespoke apps and a wireless control system allowed every phone to fire together, capturing Raeburn’s collection from every angle as the clothes exploded off the model. The resulting images were stitched into a spectacular 360-degree bullet-time fashion film — with the very phones we were advertising becoming the cameras used to create it.