What's that strange light emanating from the Comcast center? Aw man, I want to play where tomorrow plays!
Our challenge was to create a directional consumer campaign that would build interest in the Sony Style / Comcast Labs store while holding true to the well established Comcast and Sony brands. Visually, the campaign turned the hidden space into a destination, making the building the hero, with ribbons of color emerging from the source below, the colors taking their cue from the established looks of both brands while creating a distinct new brand image. "Where Tomorrow Plays" further leveraged the location and the high-end innovation representative of the individual brands and the newly created brand.