To be fully experienced, this spot has to be watched at your nearest Sony Store or Magnolia Home Theater at Best Buy. That’s because it’s made specially for the 4K Ultra HD TV it advertises, which raises definition to four times that of a standard HD TV.
The ad still looks pretty on YouTube, with its New Zealand ocean setting, bright blue bird, and red-dressed woman. And it doesn’t hurt that filmmaker Garth Davis (a commercial director himself) narrates it all in his soothing Australian accent.
In addition to showcasing new HD technology, the ad features the largest asset ever made for TV: a random looming spaceship, created by VFX company MPC. Pretty sure Sony agreed to it just because they could.
“This is part of our Visionaries campaign for Sony,” 180LA creative director Dave Horton says. “The idea is to bring together two industry leaders to collaborate on a creation that brings Sony’s technology to life.” In this case, Garth Davis worked with Oscar-winning cinematographer Claudio Miranda (Life of Pi). I look forward to seeing who’s next. I watch almost nothing on TV, but this technology is tempting.
Credits after the jump
Campaign: Sony Visionaries – 4K TV Launch
Length: :60
Spot: Imagine
Agency: 180LA
Client: Sony
Agency: 180LA
Executive Creative Director: William Gelner
Creative Directors: Dave Horton & Matthew Woodhams-Roberts
Copywriter: Zac Ryder
Art Director: Adam Groves
Head of Production: Natasha Wellesley
Producer: Emma Starzacher
Account Director: Nancy Bernacchi
Account Manager: Mike Slatkin
Account Coordinator: Sarah Lynch
Planner: Mitch Polatin
Production
Production Co.: Reset
Director: Garth Davis
DP: Claudio Miranda
Managing Director: David Morrison
Executive Producer: Jeff McDougall
Head of Production: Jen Beitler
Producer: Karen Sproul
Production Designer: Kim Jarrett
Costume Designer: Barbara Darragh
Casting Company: Catch Casting
Casting Director: Linda McFetridge
Editorial
Editorial Company: Rock, Paper, Scissors LA
Editor: Stewart Reeves
Executive Producer: Carol Lynn Weaver
Producer: Alexandra Zickerick
Completion/Special Effects: MPC LA
Creative Director: Paul O’Shea
VFX Supervisor: Andy Boyd
2D Artists:
Miles Essmiller, Paul O’Shea, Martin Hall
Concept Artist: Robert Brown
Matte Painter: Kristin Johnson
3D Artists:
Andy Boyd, Scott Metzger, Ross Denner, Aaron Hamman, Atsushi Imamura
Steward Burris, Jean-Dominique Fievet, Jonathan Vaughn, Rick Walia, Hayley O’Neill, Mike Wynd, Dustin Colson, Ian Wilson
Telecine/Color Correct:
Telecine Artist: Mark Gethin
Telecine Asst: Derek Hansen
Executive Producer: Asher Edwards
Producers – Nick Fraser, Diana De Vries
Recording Mix – Jeff Payne
Recording Studio: Eleven Sound
Date: 05.15.13
Final Mix: 05.15.13
Mixer: Jeff Payne
Asst Mixer: Ben Freer
Executive Producer: Caroline O’Sullivan
Music/Sound Design
Original Music by human
Sound Design by human
Client Credits
Patrick Bewley – Vice President, Brand Experience Marketing & Direct Visual Merchandising
Christine Gately-Evans – Director, Brand Experience Marketing
Ken Byers – Senior Manager, Brand Experience Marketing