Wes Anderson directed this commercial for the Sony Xperia Smartphones using 9 custom sets, 37 hand-crafted models and over 10,000 man hours. It was Anderson's first time using stop-motion techniques (like in Fantastic Mr. Fox) in an advertisement. The robot-themed commercial was based on the imagination of children. "The inspiration for this spot comes from a series of interviews Anderson conducted with kids, asking them about how they thought smartphones worked."  The commercial was released on March 24, 2012.