With the Xperia Z hitting stores in Japan a little more than a week ago, Sony has unleashed a series of ads that showcase one of the flagship phone’s main selling points — its awesome 13.1MP camera with Exmor RS sensor.

The new ad campaign is entitled “make magic”. Instead of focusing on specs (or megapixels), the two videos – as embedded below – are more about letting your imagination go wild with the Xperia Z’s camera.

If the two aren’t enough to whet your appetite, you don’t want to miss other fascinating videos of the Xperia Z that test its durability to the max, such as being doused in ink and dust, as well as being submerged in a bathtub.

Can’t wait to get your hands on the Sony Xperia Z? You’ll be pleased to hear that the handset will land next week in Germany and Sweden, while those in the UK can already pre-order the Z.