The campaign offers the opportunity to take a glimpse into the life of a celebrity through the lens of a mobile phone.
The content-heavy digital campaign will involve three films featuring a behind-the-scenes look at Lowe's life, and will be backed up by fly-on-the-wall photos of the model, taken by celebrity photographer Ben Rayner on an Xperia Ray.
The Xperia Unseen digital campaign launches this week and will run for a month in three stages, with creative hosted on Sony Ericsson's Facebook page and lifestyle site Vice.com.
Sony Ericsson is using the campaign to market the Xperia Ray as a phone that is able to capture high-quality pictures and video in low light.
David Hilton, Sony Ericsson UK marketing director, said: "We continue to work on providing consumers with a rich, entertaining experience and Xperia Unseen is yet another example of this."
The telecoms firm is hoping for a successful campaign after the damage done to its sales and market share after its supply chain was crippled by the Japanese earthquake.
Along with a three-part film, the will also host competitions, behind-the-scene photos, a Q&A with Lowe and Rayner, and a how-to video from Rayner.
Iris managed the digital campaign, media planning and buying was handled by MEC, and Brando oversaw concept development.
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