VAIO, the premier Japanese computer brand renowned for quality and cutting-edge technology, faced an exciting challenge: reintroducing itself to the global market after nearly a decade. Known for its iconic carbon-fiber body, VAIO laptops are ultra-lightweight, incredibly durable, and high-performing—qualities that resonate with the brand’s legacy.
Let’s Catch Up
Our target was Gen-Xers and Our task was to generate excitement for VAIO’s U.S. comeback, focusing on the product’s key strengths: performance, stamina, and durability. The carbon-fiber body provided a unique storytelling angle, allowing us to draw comparisons to high-speed, lightweight race cars—a fitting metaphor for VAIO’s speed and resilience.
We knew we’d be speaking to an an audience remember VAIO from its earlier incarnation, so we infused a touch of nostalgia into the campaign.
VAIO Z Relaunch Site
Design and copy for the “Built for…” initiative
Something from almost nothing
One of the big challenges working on VAIO was the extremely limited assets such as photography and video. The large portion of it was for the Japanese audience and couldn’t be used in America.
We needed to create new assets out of existing ones to show off certain attributes such as durability, water resistance etc.