Cine Sony – Miniature Worlds Rebrand Campaign (Promax Global Winner)

The Challenge

Sony’s internal brief called for a rebrand of Cine Sony, their dedicated movie programming block, with a key objective: elevate the perception of the segment by connecting it to the glamour and magic of Hollywood, without losing the heart and humor of rom-coms and fan-favorite comedies, genres that resonated most with their LATAM audience.

The Big Idea

The concept of using miniatures came from our in-house creative team. Inspired by the work of Tatsuya Tanaka, we proposed building stylized movie scenes as miniature sets, contrasted with oversized, real-life objects to inject humor, charm, and a surreal twist on cinematic storytelling.

The idea immediately clicked, it felt elegant, playful, and visually iconic. It would become the backbone of Cine Sony’s reimagined image.

My Role

As Creative Manager, I oversaw the entire process—from ideation to final delivery. I led the team in shaping the:

• Tone and copy for all scripts (playful, nostalgic)
• Story arc of the lead spot (the aspiring actress’s journey through Hollywood)
• Music direction, ensuring cohesion across the campaign
• Internal feedback loops, with regular check-ins to keep the team aligned and the creative sharp.

Execution

We produced a total of five promos:

▶️ “Hollywood Journey” – a standalone brand spot following an actress from casting to red carpet

Movie-specific spots:

Each promo used miniatures and oversized props to reinterpret iconic moments from the films through a Cine Sony lens: fun, nostalgic, elevated.

The production of the miniatures was executed by an external studio, but the concept, writing, and creative oversight remained in-house.

Recognition

This campaign won multiple international awards, including:

• 🏆 GOLD – Block of Programs Campaign
• 🏆 GOLD – Program Promotional Campaign
• 🥉 BRONZE – Channel Image

(Promax Global Excellence Awards, 2017)