Assembly website builds Sony product story from the ground up

Auckland company Assembly has created a new site for Sony’s ‘Be Moved’ brand campaign, which showcases a selection of products as the sum of their parts. Traffic to the site is driven by the associated ‘Join Together’ TVC, which Sony has designed to celebrate the combination of engineering and artistry, made by Wieden and Kennedy in Portland.

Animations give the appearance of product assembly to seven products: the Sony Walkman sports MP3 player, the AR1 loudspeaker, the 4K Ultra HD TV, the personal 3D viewer, RX1R premium compact camera, PS4 controller and QX100 camera lens as visitors scroll through the site.

“We had to break down all the products and make sure they were accurate for Sony,” says executive creative director Damon Duncan. “The volume of modelling we had to do was quite enormous.”

13 Assembly staff were involved in the project, which had a six week production turnaround.

Assembly has also created two apps in a suite Sony is producing to showcase the waterproof functionality of the Experia Z1 phone.

Assembly has been in contact with Wieden and Kennedy Portland for eight months and this is the pair’s first collaboration, Duncan says.






Creative Director: Mike Giepert + Dan Hon

Digital Director: Pierre Wendling

Copywriter: Charlie Gshwend

Art Director: Devin Gillespie

Information Architect: Jason Sack

Creative Technologist: Billy McDermott

Interactive Producer: Tricia Huetig

Account Team: Trish Adams / Diana Gonzalez / Nick Larkin Executive

Creative Directors: Joe Staples / Susan Hoffman


Company: Assembly

Executive Producer: Amanda Chambers

Executive Creative Director: Damon Duncan / Matt Trott

Technology Director: Rhys Dippie

Lead Developer: Jeff Nusz

Developer: Matt Wilson

Lead 3D Artist: Craig Speakman

3D Artists: Geoff Kirk Smith, Marko Mandaric, Gary Sullivan, Alex McLeod, Alex Scollay, Sergey Poltavskiy

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