Singapore – SHARP has launched its new AQUOS XLED with a campaign film centred around the message, “Switch to True Intelligence.” The campaign, created in partnership with The Crisp Group, highlights AQUOS as a pioneer in intelligent TVs, enhancing the viewer experience through real-time upscaling of video and audio, powered by the advanced X6 X-Revelation Processor.
The film captures the magic of how the human imagination is ignited by what we watch. Through light-hearted family moments, it mirrors playful adventures both on and off-screen, effortlessly weaving key product features into the imaginative journey.
Produced in partnership with Alt.VFX, the team employed virtual production to stitch together a complex set of visual narratives in an efficient and streamlined workflow. This approach-reduced production time and significantly minimised the project’s carbon footprint.
Daisuke Hirasawa, Sharp’s TVS Global Products Planning Division Manager, said, “This new generation AI-super resolution TV was developed for optimum picture quality to elevate the consumer’s entertainment experience. The new mid-high-end 4K TV features a 120Hz Refresh Rate, eliminating motion blurriness and ensuring smoother visuals, ideal for gaming enthusiasts and movie buffs.”
He also added that the campaign will be rolled out across key markets in Southeast Asia and will strengthen SHARP’s presence in the mid-to-premium LED TV segment.
Meanwhile, Chris Gurney, founder and chief creative officer of The Crisp Group, explained, “We show how imagination transforms everyday moments, naturally blending playful family scenes with the product – this breaks away from the not-so-subtle, viewer jumping in or content jumping out of the screen traditionally used in the category.”
Gurney also explained to MARKETECH APAC that the film also shows it being relatable to common audiences, noting that as parents, they naturally put themselves and their kids into the story.
“These familiar moments like our kids playing pretend, building cubby houses, or the Dad (us) cheering as he scores a goal, only to be stopped by a giant Kaiju foot—bring the story to life in a fun, relatable way. Instead of making the world come out of the TV, it reflects the world already happening in our living rooms, making it engaging for everyone” he explained.
It is also worth noting that the campaign–despite being centred around a technologically-advanced product–still finds its way into being relatable to the common consumer, ensuring that they focus more on the relatable features that improve their television watching experience.
“While televisions continue to get smarter, they are also now competing with multiple more intimate screens. So it’s paramount for us to reinforce its fundamental role in the household which is collective entertainment. This is what we decided to dramatize through our story,” Gurney further added.
Meanwhile, Shantanu Dasgupta, chief strategy officer at The Crisp Group also told MARKETECH APAC that the campaign is the embodiment of why agencies should always be able to properly understand the common human understanding of what matters to them–outside of the technicals of a certain product.
“Consumers are connecting with relatable authentic stories more than ever before. Hence contextualising the role of technology in real everyday moments lends to more compelling brand narratives as opposed to just listing down features and functions in a dry informative way,” he said.
Production for the film was made possible by T&DA, while SteelBridge Studio was in charge of the virtual production with Colin Renshaw as Director, with the post-production and VFX done by Alt.vfx. Meanwhile, the sound and music production was done by SoundsLikeButter, while the music composition was done by Wisteria Sound.