To showcase the brilliant colour reproduction and high-end picture quality of its new range Bravia 4K HDR TVs, Sony brought to life a visually enchanting setting of an iconic art deco structure of deserted Constanța Casino in Romania. The visually stimulating ad, that wants to convey the core message ‘More Brilliance. More Beauty’, was shot in 4K resolution using 4000 balloons and over 1500 KG of glitter.
Sony’s latest explosive commercial was created together with DDB Berlin and André Stringer, an American director, writer and artist whose work stems from a diverse collision of cultures – most notably skateboarding, music, and design – which reflects in his production ranging from gritty documentaries to sophisticated design-infused artistry, with clients ranging from Beats, Mini, Sony, Guinness, Adidas, Ford, etc. The accompanying visuals were shot by high-speed photographer Fabian Oefner who used a noise sensor attached to the camera shutter, so it would trigger every time a glitter-infused balloon popped, helping to achieve unbelievably detailed images.
Shuhei Sugihara, Head of Brand and Product Communication, Sony Europe, adds: “Whether through our products, or through our marketing, our company’s philosophy is to satisfy people’s curiosity and Sony has always used striking colour and visual beauty to showcase its range of televisions. The creative direction of this footage was based on the same idea and we hope viewers truly feel something from this beautiful image, which uses a million glittery details to truly demonstrate the difference our 4K HDR TVs provide in terms of colour, contrast and detail.”
The ad opens with a single white balloon entering an empty building, while the casino gradually fills with more and more balloons and stuns passers-by before the balloons burst in a cacophony of colour as glitter dances around the casino. By using a mixture of different filming methods and angles, the ad aims to capture the brilliance and beauty of 4K HDR through the juxtaposition of pure white balloons and the glorious colour of the glitter, culminating in a stunning explosive climax.
Alice Bottaro, Creative Director at DDB Berlin explains: “Shooting this commercial required weeks of preparation and a lot of effort from special effects and production design partners. Glitter is a very challenging element to work with, even more so because we wanted to show the particles in all their detail and brilliance. We’ve also been very lucky to get such a beautiful location: during the film, you really experience how the glitter turns this abandoned casino into a place full of colour and life.”
For the soundtrack, Sony collaborated with UK singer-songwriter Tom Odell to re-record Cyndi Lauper’s famous track ‘True Colours’. The campaign will launch in UK, Ireland & Germany from the beginning of October.
Credits:
Client: Sony Europe
Pan European Consumer Marketing Head: Mikio Nakazawa
Head of Brand and Product Communication: Shuhei Sugihara
Brand & Product Communication Manager(s), Television: Moira Larkin, Alessandra D’Avino
Art Direction: Richard Small
Agency: DDB Berlin
Managing Director Creative: Myles Lord
Executive Creative Director: Gabriel Mattar
Creative Director: Alice Bottaro
Art Director: Jacopo Biorcio, Alan Dindo
Copywriter: Chiara Chessa
Client Service Director: David Barton
Account Director: Jemima Jordan
Producer: Jens Mecking, Marcus Wetschewald
Director: Andre Stringer
Production Company: Tempomedia
Postproduction: nhb studios Berlin
Producer Print: Kamila Koelling
Photographer: Fabian Oefner