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They (as in researchers) say octopuses are smarter than most think. They’re killer observationists and can learn new tricks just by watching with their beady little eyes. Clearly, Sony has been keeping up with its marine biology, because it just tapped the brain of an eight-armed squid in a New Zealand aquarium to help it sell cameras. The brand and its agency FCB Auckland trained the little guy to essentially become a living photo booth, taking photos of tourists in their natural habitat. They call him the world’s first “Octographer,” and he’s a natural.

Credits:

Brand: Sony
Agency: FCB Auckland, New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Directors: Tony Clewett, Regan Grafton
Writer: Peter Vegas
Art Directors: Leisa Wall, Christiaan Van Noppen
Head of Content, Executive Producer: Pip Mayne
Head of Art: Nick Smith
Director, Director of Photography: Michael Braid
Group Account Director: Toby Sellers
Account Director: Hannah Downes
Account Executive: Laura Little
Lead Behaviourist, Animals on Q: Mark Vette
Assistant Handlers, Animals on Q: Jazmin Vette dal Bello, Rosie Miles
Curator, Kelly Tarlton’s Sea Life Aquarium: Andrew Christie
Marketing Manager, Kelly Tarlton’s Sea Life Aquarium: Claire Wheeler
Rig Developers, Harrison & Watkins Ltd.: Harry Harrison, Blair Muchamp
Director of Photography, Event Coverage, Traction Films: Nic Fay
Editor, 6Twenty: Simon Wade
Editor, FCB: Grant Nicholson
Media Director: Rachel Leyland
Media Planner, Buyer: Erin McCaughley
General Manager, Public Relations: Angela Spain
Senior Account Director, Public Relations: Kimberley Kastelan
Digital Director: Kate Grigg
Customer Experiences Director: Ele Quigan
Music Composer: Peter van der Fluit
Music Composition: Liquid Studios
Studio Producer: Sarah Yetton