Sony Mobile
Who is Johnny X?

The business opportunity: Create a big idea to launch the Xperia phone, based on its intuitive features built for every aspect of life.

Our solution: The story of an amnesiac who uses the new phone to piece his life back together: ‘Who is Johnny X?’

We brought this story to life as an online film, broadcast in nine webisodes and amplified in print, POS, a mobile app, social and online media. The results: Over 6 million episode views, lots of earned media and some industry awards.

After coming up with the original idea, as part of a creative team, I developed the story further in partnership with a scriptwriter and a film director. I then art directed the campaign and managed junior creatives and designers.

Over 6 million episode views
Campaign Big Awards finalist
Revolution Awards highly commended

Watch the film