Sony Visits World's Largest Model Railroad to Test Its Cameras on Miniature Scenes

Last month, Sony rolled out a sweeping celebration of its own contributions to technology and the arts. Now, it's diving deep on the same subject, taking viewers on a tour of Northlandz, a giant model railroad museum in New Jersey, as miniatures photographer Matt Albanese uses a Sony QX100 camera to capture images of the tiny scenery. Northlandz's creator, Bruce Zaccagnino, co-stars in the documentary-style ad, offering such bits of humble-bragging genius as: "Thousands of people will come out, and they'll say this is a wonder of the world. … I don't think it's a wonder of the world. It's not the Taj Mahal." Fact is, the landscape is quite impressive. The photos that come out of Albanese's work are plenty cool, too, and a nice testament to the potential of the camera. But the four-minute documentary, created with Wieden + Kennedy, makes the whole thing feel pretty forced and awkward. "For this project I chose a camera that will get me into tight spaces and gives me unique vantage points," says Albanese. That may be the selling point, but the footage and the photographs make the point well enough without the contrived sales pitch. A little less throat-clearing and philosophizing might serve the spot well, too—but at the end, Zaccagnino's extra talent makes for a perfectly oddball kicker. The campaign includes a website, www.Separate--Together.com, that goes beyond the film and features an interactive companion piece with three panoramas you can rotate and zoom into. Credits below. CREDITS Client: Sony Project: Be Moved - Separate Together Agency: Wieden + Kennedy, Portland, Ore. Creative Directors: Mike Giepert, Dan Hon Copywriter: Charlie Gschwend Art Director: Devin Gillespie Information Architect: Jason Sack Creative Technologist: Billy McDermott Head of Interactive Production: Pierre Wendling Head of Production: Ben Grylewicz Content Producer: Katie Reardon Account Team: Trish Adams, Diana Gonzalez, Nick Larkin Associate Director of Technology: Ryan Bowers Quality Assurance: Robb Hand, Rachel Mason Executive Creative Directors: Joe Staples, Susan Hoffman —Web Film Partners Production Company: m ss ng p eces Director: Josh Nussbaum Executive Producers: Ari Kuschnir, Kate Oppenheim Head of Production: Dave Saltzman Line Producer: Veronica Balta Director of Photography: Alex Khudokon Editorial Company: m ss ng p eces Editor: Adam McClelland Post Producer: Amy Crowdis Colorists: Nat Jencks, Adam McClelland Composer, Original Score: Matt Abeysekera Sound Design, Mix: Eli Cohn —Interactive Experience Partners Development Partner Company: Bossa Executive Creative Director: Hans Weiss Creative Technologist: Jeramy Morrill Lead Developers: Jeramy Morrill, Josh Gross, Matt Greene Creative Director: Andrezza Valentin Art Director: Sarah Skapik Producer: Nic Santana

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Sony Visits World's Largest Model Railroad to Test Its Cameras on Miniature Scenes

W+K explores Northlandz in film, interactive site

Gabriel Beltrone

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Gabriel Beltrone