Dream Capture Case Study


CASE STUDY: SONY DREAM CAPTURE



In 2013, Sony asked Anthill to help them introduce their new Action Cam to mountain bikers. We created Dream Capture: a complete content platform that has become the most successful video series on Sony’s Action Cam YouTube channel, with over 1,000,000 million unpaid views to date.

SCOPE: ATHLETE MANAGEMENT, CONCEPT DEVELOPMENT, PRODUCTION, POST-PRODUCTION, DISTRIBUTION, SOCIAL MEDIA, BRANDING, PHOTOGRAPHY


TEAM ACTION CAM

Anthill identified, sponsored and managed a diverse team of some the world’s best riders on Sony’s behalf. In addition to starring in Dream Capture’s short films, the athletes are ambassadors for Action Cam and integrate the camera into their own adventures and accomplishments. 


CUSTOM SOCIAL MEDIA assets

Branded photos and videos were created for each episode that Action Cam shared on their Facebook, Twitter and Instagram accounts. As well, Anthill and the athletes shared action and behind the scenes photos from each episode on their own channels, which created over 5.4 million additional impressions for Sony. 

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FILM FESTIVALS AND TOURS

ANTHILL CREATED A FILM FESTIVAL VERSION OF “FORGOTTEN DIRT” AND SUBMITTED IT TO A NUMBER OF OUTDOOR ADVENTURE FILM FESTIVALS. THE SHORT FILM WAS ACCEPTED TO 11 FILM FESTIVALS WORLDWIDE AND HAS BEEN INCLUDED IN THE BANFF MOUNTAIN FILM FESTIVAL WORLD TOUR.

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ENDEMIC MEDIA COVERAGE

By creating compelling stories that resonated with mountain bikers worldwide, Anthill was able to generate additional exposure for Sony through endemic print and web media coverage of the Dream Capture series. This coverage was managed by Anthill through our extensive media contacts in the mountain bike industry.  

Matt Hunter in Afghanistan while filming "Forgotten Dirt". Photo: Dan Milner

Matt Hunter in Afghanistan while filming "Forgotten Dirt". Photo: Dan Milner

Brett Rheeder in Malaga, Spain while filming "Groundwaves". Photo: Harookz

Brett Rheeder in Malaga, Spain while filming "Groundwaves". Photo: Harookz


PHOTOGRAPHY

Anthill embedded a photographer on every shoot and secured photo rights for Sony to be used in Action Cam’s global marketing initiatives, product packaging and websites.

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CUSTOM ADVERTISING

To help position Action Cam as a brand that brings mountain bikers cool content, Anthill created a targeted ad buy that included homepage takeovers surrounding each release on Pinkbike.com and double page spreads in Bike Magazine.  

Two page advertisement in Bike Magazine from our trip to Afghanistan for Forgotten Dirt. Photo: Dan Milner

Two page advertisement in Bike Magazine from our trip to Afghanistan for Forgotten Dirt. Photo: Dan Milner


ATHLETE ACTIVATION

Anthill managed athlete activation events for Sony to help drive increased traffic and engagement at the Action Cam tent during Crankworx Whistler.

 

CLIENT: SONY CORPORATION
WRITTEN, PRODUCED, DIRECTED, EDITED BY: ANTHILL FILMS
ART DIRECTION: GOOD FORTUNE COLLECTIVE
COLOUR CORRECTION: SIDE STREET POST
SOUND DESIGN: JO OSBORNE; RIDGELINE SOUND; POSTAL AUDIO
MUSIC SUPERVISION: RED LIGHT MANAGEMENT
MOTION GRAPHICS/ANIMATION: BLAME YOUR BROTHER; PAUL HARRISON
PHOTOGRAPHY: HAROOKZ, MARGUS RIGA, DAN MILNER, ANTHONY SMITH
DISTRIBUTION: ANTHILL FILMS