Superfad’s new in-store campaign for Sony is a startlingly beautiful and surreal homage to Sony’s global brand message of “make.believe” and a tribute to the pleasure of “Eye Candy”. Unfolding in three parts, “Birth of Color,” “Explosion of Color,” and “Release of Color,” the project was directed and produced by Superfad and will be seen in stores and trade shows throughout the world.
The concept was inspired by the idea that from one’s imagination anything is possible. Drawing from the theatrical world of fashion photography, Superfad chose moments of visual drama and magic, with spherical objects representing the dot in “make.believe” as a connecting through-line.
Superfad Director/Executive Creative Director Will Hyde captured a live action, slow motion narrative with imagery that would showcase the picture value of Sony BRAVIA high definition televisions including color fidelity and detail. The project’s effects and animation, completed in just under three weeks, was creative directed by Carlos Stevens.
The project keenly represents Superfad’s methodology; one that eschews a singular signature style in favor of applying project-specific creative approaches to reveal the unexpected. With Sony’s “Eye Candy,” the blending of live action and animation comes together in a seamless marriage of visual intensity and wonder.
Client: Sony Electronics
Video Program Manager: Lisa Gonzalez
Agency: chickINchair Productions
Executive Producer: Kim Tierney
Live Action Production Company: Superfad
Director: Will Hyde
Director of Photography: Martin Ahlgren
Production Designer: Jason Puccinelli
Wardrobe Design/Stylist: Heidi Meek
Make Up: Bryin Smoot
Line Producer: Scott Ludden
Design & Animation: Superfad
Executive Creative Director: Will Hyde
Creative Diretor: Carlos Stevens
CGI/VFX Director: Dade Orgeron
3D Artists: Tom Oakerson, Phiphat Pinyosophon, Andrew Butterworth, Yas Koyama,
Alex O'Donnell, Dimitri Luedemann, Billy Maloney
Compositors: Tom Oakerson, Paulo Dias, Loren Judah, Dorian West, Sohee Sohn,
John Stanch, Soyoun Lee, Dimitri Luedemann, David Holm
Editors: Ryan Haug
Flame Artist: Andy Davis
Head of Production: Chris Volckmann
Executive Producer: Rob Sanborn
Music: Matt Hutchinson
There is something beautiful about the baking process. The way flour feels in your hands or the sound of eggs cracking on the edge of a bowl. Baking is a gathering of interesting materials, a mixed medium art piece of sorts, that ends in a cake instead of a canvas.
Thank you for your compliments. We have not been able to respond to comments for some reason (still trying to figure it out....) but here is some general info.
We shot this with a Canon 5D and 7D with EF 50mm f1.4 USM and EF 24-105mm f4L IS. We edited in Final Cut Pro and colored in Color and FCP. We wrote out the titles and edited them in Photoshop.
Every frame in this video is a photograph taken by astronauts aboard the International Space Station (ISS).
I created this timelapse on a long weekend after discovering the image library online. I used Photoshop and Sony Vegas to edit and compile the footage.
The music is a track from one of my favorite sci-fi movies, Sunshine. I thought the music and imagery would fit well together.
*** Thank you all for likes,comments, shares and support this video has received. I'm truly glad so many have enjoyed it.***
Director: Roy Raz
DoP: Roman Linetsky
Set Designer & Visual Consept: Samuel David Ben Shalom
Editor: Ornit Levy
CG & VFX: Gravity
Creative Director and VFX supervisor: Asaf Yeger , Gravity
Head of Art & Design: Israel Breslev, Gravity
Head of 3D & Online: Yoav Savaryego,Gravity
2D Animation: Yosi Lagzeal
Production: "We Do Production"
Producer: Hamutal Peles
Executive Producer: Yuli Urbakh
Hair & Make Up: Eran Pal
Styling: Gustavo Matias Franco
Choreographer: Tamir Eting
Husband: Angel Bonanni (for ADD Content Agency)
Voiceover intro: Eric Szmanda
This whole project has been an amazing experience. The two of us became friends through Vimeo and explored a shared interest in timelapsing Yosemite National Park over an extended period of time. We'd like to expand this idea to other locations and would appreciate any suggestions for a future project.
Our hearts go out to the families of Markus Praxmarer who lost his life while climbing Half Dome on September 19th, 2011 and Ranger Ryan Hiller, who was crushed by a tree January 22nd 2012. They will be missed. (A photo of Ranger Ryan Hiller can be found to the right, above the statistics counter)