Sony Ericsson is back, this time with an even bigger task. We had already worked on several projects in which we developed the branded content for a single handset. This time our challenge was to develop a complete content offering that ties together an entire category of handsets called Entertainment United. The trick was to trump up the individuality of each handset while at the same time evoking the power of the category as a whole - all this without using characters, geography- or language-specific content. We lead with abstract, animated narrative in which our "heros" share, interact and exchange in the pursuit of, well, color. Our delivery was a multitude of content including animated ringtones, desktops, interfaces and still wallpapers - the color palettes, animation styles and nuanced motion were particular to each handset.

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