Paris-based creative agency Petronio Associates, photographer Jonathan De Villiers and Happy Finish digital artist Rainer Usselmann joined forces for the creation of the new global "Pureness" campaign for telecoms company Sony Ericsson.

Photography and post-production ran concurrently as Jonathan and the Petronio team travelled from Paris to Hong Kong to New York and back to Paris in a matter of days to create an engaging series of ad-within-ad photographs.

Operating within a tight schedule and in different time zones had the teams literally working around the clock. Images were uploaded on the go in hotel rooms and airport lounges while, back in London, being put together into highly detailed 10 to 25 - part composites.

"I really enjoyed working on this project" explains Rainer, "it's a pretty compelling concept: each ad is a record of an ad in situ - thus giving the whole series a sense of documentary authenticity and reality which is quite unique in advertising. Collaborating with Jonathan is always very inspiring and rewarding as his work straddles commerce, fine art and traditional documentary photography. I have always identified with his approach and look forward to our next project."

Photographer Jonathan De Villiers