Garth Davis Dreams a Whole World for Sony 4K Televisions

Colorful and surreal

Headshot of Tim Nudd

IDEA: Sony's 4K Ultra HD television, with four times the resolution of regular HD, literally stops people in their tracks. Filmmaker Garth Davis saw one at the Sundance Film Festival and ended a conversation in midsentence to go look at it. That eureka moment led to 180LA's new 60-second spot for the TV, directed by Davis, who also stars in it and does the voiceover. Filmed with Sony Cine-Alta F65 and F55 4K cameras, the ad features Davis ruminating on how the beauty and clarity of 4K help close the gap between what he can imagine in his mind's eye as a filmmaker—illustrated by the ad's grand and surreal visions—and what he can actually show on a screen. "My brief was very simple," said Davis. "To bring to life my imagination with no boundaries as long as it celebrated

@nudd Tim Nudd is a former creative editor of Adweek.
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