Sony Bravia
Project Name
True RGB Launch
Industry
B2C - Consumer Electronics
Category
Go To Market
Timeline
6 months
Overview
Introducing a new standard in picture quality
When Sony prepared to introduce its True RGB display technology, it needed more than a product announcement. The new technology represented a major leap forward in picture quality by combining exceptional color, brightness, and precision in a premium viewing experience. The challenge was translating that innovation into a story consumers could immediately understand and creating a launch worthy of Sony’s position in the category. Experiences For Mankind partnered with Sony to bring the technology to life through a visually immersive launch video. Through a stylized two-day production featuring real-world viewing moments, vibrant environments, and on-camera talent, we created an experience designed to make the impact of True RGB something audiences could see and feel.
Outcomes
Turning breakthrough technology into a breakthrough launch
From production through post, we worked closely with Sony’s North American and Tokyo teams to navigate evolving creative direction and bring a shared vision to life. The finished film launched in March 2026 and generated over 7 million views in its first two weeks, helping introduce True RGB as a new premium display experience. The project also grew beyond video. Experiences For Mankind established the visual identity for True RGB, including a distinctive wordmark paired with an illustrated Sony diode and a dimensional ambient graphic system designed for retail environments. Together, the launch film and identity created a cohesive expression of the new technology that could stand apart alongside competitors and scale across future applications. With premium True RGB models selling out following launch, the work helped turn a complex technical innovation into a clear, compelling story for consumers.
