Sony
Creates BRAVIA-drome to Showcase Motionflow
The
worldwide marketing campaign is for
Sony BRAVIA televisions.
BRAVIA-drome will provide customers with a visual demonstration of
Sony's Motionflow technology, which will remove jerkiness from the TV
programs. Sony selected soccer for its continuous movement to
demonstrate the clarity of Motionflow 240Hz.
The
BRAVIA-drome was inspired by the zoetrope, a device invented in the 19th
century to create short 'films' from a series of static images. This
modern day zoetrope is 10 meters across, spins at over 40 kph and is the
optimal medium for demonstrating how Motionflow 240Hz technology clearly
displays today's fast-action motion pictures.
Sony
selected soccer for its continuous movement to fully demonstrate the
clarity of Motionflow 240Hz for customers. The technology eliminates
jerkiness and smoothes the flight of the ball as it hits the net, making
fans that are watching the game within the comfort of their own homes
feel as though they are at the stadium.
The
commercial is filming in a square in Venaria, near Turin, and stars FIFA
World Player of the Year and Ballon d'Or holder, Brazilian soccer
sensation Kaka. The FIFA World Cup winner will appear in a series of
images inside the BRAVIA-drome performing some of his skills. Also,
soccer juggling champion Dan Magness will make an appearance at the
shoot.
The
Fallon London advertising agency – the creative team behind the 'Balls,'
'Paint' and 'Play-doh' trilogy of BRAVIA commercials – is producing the
commercial which is being directed by up and coming director Vernie
Yeung, known for directing music videos for artists including Kylie
Minogue. The commercial will be filmed using Sony's F35 Professional HD
camera.
The
BRAVIA-drome - designed for easy dismantling and transport for use
beyond the shoot itself - will also appear in print, digital and
below-the-line elements, such as store fixtures, point-of-sale items,
and brochures of the overall campaign.
Sony
has also designed content exclusively for bloggers, Websites and social
networks to provide them with a unique BRAVIA-drome experience.
