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Sony Android Walkman – Character Design

The Brief

To support the launch of the Sony Walkman Android handset, we were engaged by Iris Singapore to create Android robots that represent musical pop icons for a worldwide print campaign.

Our Approach

Working with Iris Singapore team we created a generic google ‘Droid’ model and began to stylize and adorn the character in Zbrush, into embody a wide range of ionic music stars.

The designs were rigged as 3d characters to allow easy posing and adjustment of the ‘Droids’ stance. The project was completed in three weeks, from start to delivery.

Production

We decided to leverage Google Cardboard, in order to reduce rollout costs, and utilize lower powered Android handsets in order to achieve the large-scale activation required.

After reworking the TVC assets to fill a 360 world we created pouring liquids, particles explosion and cloth simulations to give the piece the scientifically accurate look of the TVC.

The project was rendered in house on our dedicated render farm, after the content was signed off we created an Android VR player suitable for a hassle-free playback and rewind for brand ambassadors during the activation.

The Result

The result was an impact-full global print and packaging campaign, that was expanded to support the launch of Sony’s PlayStation Phone, with the creation of six computer game themed ‘Droid’ characters, that coincided with flagship game titles available at the device launch.

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