Wednesday, April 1, 2009

Art of Advertising: Bravia

Confession: I watch TV commercials. Not so much for the message as for observation of the medium. Sometimes the techniques and creativity of this form of communication and art actually do collide. Pause my playlist in the right column to enjoy the example posted below.

Sony Bravia_Balls_Ad_150sec from SK2 on Vimeo.

The launch of the BRAVIA brand was supported by an advertising campaign featuring 250,000 brightly-colored rubber balls (real, not computer-generated) bouncing down a San Francisco street. The idea was brought to life by director Nicolai Fuglsig with the help of Los Angeles-based special effects guru Barry Conner. In addition to the 12 air mortars, Conner deployed three giant skips, each lifted 50 feet into the air and containing 35,000 coloured bouncy balls.

The first shot required 50,000 balls to be sent cascading down a hill, colliding at a road junction with a further 50,000 that had been fired along a side street. A team of 50 interns was on hand to gather up the balls for the six takes it took over four days. Golf nets were erected at the sides of the street and every drain was blocked.



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