Orchestrating a full brand ecosystem to launch Sony Vaio’s first custom laptop experience by tapping into our innate need, as humans, to create.

When Sony VAIO launched the first custom order laptop for consumers in Latin America, they came to us for a fully integrated launch campaign to explain the new product offering. They also asked us to develop a built-from-scratch kiosk interface that would ultimately become the heart and soul of their VAIO customization configuration experience. Our insight, “It’s in our nature as humans to create.” gave birth to the “VAIO by you” campaign that was so successful in Latin America that Tokyo eventually expanded into the European market. The first time any VAIO brand work from Latin America had been given global reach.

Creative Director: Tom Gilmartin
Art Director: Vince Soliven
Copywriter: Lori Ellison
Producer: Diego Espana
Director: Bia Flecha
Web Design/Development: Eric Lee/Coded Colors