make.believe

"[3] The company described their campaign as follows: Sony emphasizes the importance of the period between "make" and "believe", saying it is "where imagination and reality collide.

[4] The designers found it difficult to effectively adapt the animation to a 3D context, and thus turned to Sony Pictures Entertainment and PCL for advice.

[1] Sony expanded the initial ad to print, television, digital, and outdoor advertisements across Europe.

[5] It broadcast television advertisements featuring American football player Peyton Manning as well as pop singer Justin Timberlake.

[5] As a part of the push, the company planned to conduct several thousand demonstrations in retail settings, allowing consumers to see 3D technology first-hand.