Sony - Different, But Same

The Challenge

Sony commissioned us for a short film to herald the launch of a new camera, the

FX5. They wanted to do more than explain the features of this latest innovation; they

sought something to show what this model represents. So, how to tell the story of the

‘values’ of a piece of equipment?!

The Solution

This was our thought process: the FX5 camera is a contradiction. Because it’s

completely novel for the filmmaker market – brnging cinematic capabilities unknown

in something so small. AND it’s got plenty of continuity with Sony legacy – with some

familiar functionalities and the same, unquestionable quality. It’s different, but same.

So, we conceived ‘Different but Same’. We set out to show that things can be very

different but underneath…have a lot in common. We invited people from diverse

backgrounds, generations and ethnicities, to share their hobbies and passions. Then

we paired them up. And made a film of it. With the FX5.

To prove that although we may look different, we have surprising commonalities.

Surely, an uplifting message for our age.