Views Beyond the Ordinary
Project Overview

In a strategic move to redefine screens as a luxury cultural artifact, Sony introduced its OLED technology to the Chilean market, collaborating with me on an initiative to position these advanced displays as essential for art enthusiasts, collectors, and top retailers looking to reach a modern audience. They approached me to adapt a series of loop animations conceived five years earlier, recognizing their thematic alignment with Sony’s brand vision. The event seamlessly merged technology with sensorial immersion, enhanced by visuals, scents, and sound.

Industry Gap Analysis

At the time, television marketing predominantly targeted sports and movie enthusiasts, with campaigns showcasing vibrant landscapes and action scenes. This approach often resulted in sales spikes tied to specific events, such as major football tournaments. Recognizing an underserved segment, we shifted focus towards art collectors and cultural aficionados, presenting OLED screens not merely as entertainment devices but as integral components of a curated art experience.

Understanding The Modern Customer

Modern consumers increasingly seek products that reflect their identity and values. According to research published in Current Opinion in Psychology, luxury consumption is driven by a desire for self-expression and differentiation. By integrating art and technology, we tapped into this motivation, offering a product that serves both functional and aesthetic purposes.

A Cycle of Senses
Creative Process

The project involved reimagining a personal series of self-portraits into five looped animations, each exploring the five senses. These compositions merged classical Baroque elements with modern abstract illustrations, symbolizing the cyclical nature of bodily systems. The continuous loops mirror physiological processes, creating a living artwork that resonates with viewers on a fundamental level.

The Cultural Shifts in Art Collection
Personal Insights

The integration of high-fidelity screens into art displays reflects a broader trend in the art world. Artsy’s 2024 report highlights that 80% of young collectors have purchased art online, underscoring the increasing acceptance of digital platforms for art acquisition. This evolution suggests a future where technology and art are inextricably linked, offering new avenues for brands like Sony to engage with the art community. 

As screens become both canvas and marketplace, how can they further bridge the gap between artists and collectors—perhaps even turning impulse browsing into art ownership before dinner?

"Jon’s work at our OLED launch was outstanding.
We loved showcasing his images in Sony Stores to highlight the exceptional quality of our screens through his work."

- Yerko G. | Sony Chile

CREDITS
Speculative Branding & Art Direction: Jon Jacobsen
Production: Chocolate Studio Chile
Sound design by Enya de la Jara

· Speculative Branding
· Immersive Storytelling
· Brand Partnership

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