IFA 2009 saw the live global launch of the new Sony brand message make.believe. Taking the ‘dot’ as the link between electronics & entertainment, imagination and creativity, FreeState created a series of large-scale brand films, integrating cross-category products, music, movies & games as well as celebrating their sponsorship of FIFA – a truly Sony United experience.
We showcased over a thousand new products and cutting-edge technologies within exhibition architecture designed to lengthen dwell-time. We attracted record visitor numbers and gave Sony a unique aesthetic direction for the future campaign.