Country for PR: Japan
Contributor: Kyodo News JBN
Friday, October 14 2022 - 17:00
Sony Launching New Social Media Campaign, "U THE WORLDBUILDER": "Discover Extraordinary World around You," Collaborative Photography Project with Finn Wolfhard
TOKYO, Oct. 14, 2022 /Kyodo JBN-AsiaNet/ --

Sony Group Corporation (hereinafter "Sony") is launching a new social media 
campaign on October 13, 2022, titled "U THE WORLDBUILDER," a co-creation 
project on social media featuring popular actor Finn Wolfhard in which users 
discover and share the extraordinary in the ordinary. Sony's purpose is to 
"fill the world with emotion, through the power of creativity and technology." 
The project aims to give opportunities to those who want to put their 
creativity on full display, with Sony providing overall support for the 
campaign, offering a platform for social media users to participate, share 
their work, and experience the joy of creating.


Taking place from October 13 until November 30, the campaign prompts creators 
"to discover an extraordinary world in ordinary settings" by viewing their 
daily lives with a different perspective and urges them to discover and 
photograph a scene that reminds them of a movie or game to post it with the 
hashtag "#UTHEWORLDBUILDER" on Instagram. Wolfhard will also play an active 
role in urging users to participate in the campaign. The only thing people need 
to participate is their imagination.

Innovative creators, including professional photographers, will join the 
campaign and use Sony devices to capture a scene from daily life that reminds 
them of their favorite movies or games. They will then post a breakdown of the 
tools and techniques they used, helping provide value for both serious creators 
looking to take their photography to the next level and beginners who only have 
access to a camera via their smartphones.

As the finale of this campaign, Wolfhard will hand-select his favorite pieces 
posted by creators to make a collective work to be exhibited on Sony Group's 
official Instagram account (, allowing creators' work to gain 


How to enter:
1. Find a familiar everyday scene that reminds participants of a movie or game.
2. Take a photo.
3. Post it as it is or with as much post-processing as participants like and 
add the name of the movie or game that inspired them, #UTHEWORLDBUILDER, and 
Check the highlight and feed on Sony Group's Instagram account for more details.

Official website:

Sony Group Instagram:
Sony Group Twitter:
Sony Group Facebook:

About Finn Wolfhard


Finn Wolfhard (born December 23, 2002) is a Canadian actor and musician. He 
gained recognition for playing Mike Wheeler in the Netflix series Stranger 
Things (2016 - present). He can be also seen next in the highly anticipated 
feature "Ghostbusters: Afterlife," a new chapter in the "Ghostbusters" universe 
from director Jason Reitman.

Source: Sony Group Corporation