Superfads new in-store campaign for Sony is a startlingly beautiful and surreal homage to Sonys 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 ones 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 projects effects and animation, completed in just under three weeks, was creative directed by Carlos Stevens. The project keenly represents Superfads methodology; one that eschews a singular signature style in favor of applying project-specific creative approaches to reveal the unexpected. With Sonys 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