SONY OLED LAUNCH
EXPANSION CAMPAIGN
✶ A New Canvas ✶
Positioning Sony OLED as the to-go for Art Collector’s Display.
In a strategic move to redefine digital displays, I positioned Sony's OLED technology as an essential instrument for the modern art collector. By blending Baroque light principles with immersive digital aesthetics, we shifted the product from a 'commodity device' to a 'sensorial luxury object,' resonating with a high-net-worth audience of culture connoisseurs.
From my perspective, daily life lies between the real world and fantasy, they both look imperceptible for us, we are not conscious of it until something happens and breaks this state, triggering an emotion and symbolic relations that blurs the limits of what we are and what we belong to: We become part of a whole.
This broken state goes beyond what the photographic language can capture. To fill this gap, I mix digital techniques that expand the semiotics of the image, to the point of merging fantasy with reality, interpreting the image of our vulnerability facing our surroundings and the inexorable passing of time in each one of my portraits and self-portraits.
THE FRICTION
THE COMMODITY PERFORMANCE GAP
High-end OLED technology was trapped in a "Technical Spec" marketing cycle, primarily targeting sports enthusiasts. This "loud" marketing alienated the HNW (High-Net-Worth) Culture Connoisseur—architects and collectors who view a standard TV as a visual intrusion rather than an asset.
STRATEGIC RESEARCH
The Chiaroscuro Diagnostic
I leveraged the optical principles of the Old Masters—specifically Chiaroscuro (the management of extreme light and dark contrast)—to translate OLED’s "Infinite Black" technical feature into a cultural language. By researching the architectural integration of screens in modern gallery homes, I identified that this elite audience mostly values atmospheric truth. We repositioned the screen as a digital extension of the room's lighting, capable of mimicking the depth of an oil painting.
Psychographic Alignment
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.
THE INTERVENTION
INTRODUCING: DIGITAL CANVAS
We rebranded the Sony OLED screen as an Artistic Artifact, introducing the "Cycle of the Senses" narrative through five fine-art cyclical animations set on a private exhibition curated for art collectors and main retailers in Chile, positioning the technology as a quiet, essential instrument for the curated life. By de-emphasizing the electronic and emphasizing the aesthetic, we gave the product a gallery-level gravity.
MARKET RESEARCH
THE CULTURAL SHIFTS IN ART COLLECTION
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?
THE RESULT: 100% Retailer Alignment.
Market Dominance: Achieved 100% deal closure with Chile’s leading retailers—Falabella, Ripley, Paris, Líder (Walmart), and Sodimac.
Audience Expansion: Successfully penetrated the interior design and architect-led market, positioning Sony as the only tech brand that "belongs" in a high-fidelity home.
__________________________
"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
SONY OLED
Sony Oled
CREDITS
Speculative Branding & Art Direction: Jon Jacobsen
Production: Chocolate Studio Chile
Sound design by Enya de la Jara
· Speculative Branding
· Immersive Storytelling
· Brand Partnership
Visual IntelligenceNarrative Strategy & Systemic Design
British Council ChileStrategic Diplomacy: Rebranding a Nation’s Creative Logic.
Lisa Eldridge | Fantasy Floral CampaignEngineering 'Objects of Belonging'
AMA FoundationFrom Private Collection to Global Authority.
SONY OLED | Release CampaignSecuring 100% Tier-1 Retailer Alignment.
Zach Blew | Away at SeaGrief Storytelling | Brand Strategy | Art Direction
© 2005 -2025 Jon Jacobsen. All rights reserved. Website made with Semplice
© 2000-2024 Jon Jacobsen. Website designed by Jon Jacobsen using Semplice