Sony has launched a new advertising campaign which showcases the incredible picture quality of its new range of Sony BRAVIA 4K HDR TVs. Shot in 4K, the Sony Bravia Balloons ad brings to life a forgotten, derelict casino in Constanta, Romania, using 4000 balloons and over 1500 KG of glitter in the visually enchanting setting. Opening with a single white balloon entering an empty building, the casino gradually fills with balloons and mesmerises onlookers before the balloons explode in a cacophony of colour as glitter cascades around the casino. By using a combination of different shooting methods and angles, the Sony Bravia Ballons ad sets out to capture the brilliance and beauty of 4K HDR through the juxtaposition of pure white balloons and the glorious colour of the glitter, culminating in a stunning explosive climax.
As well as the TV commercial, the campaign will encompass cinema, VOD, digital, out of home and point of sale to convey the core message, ‘More Brilliance. More Beauty’ and celebrates the exceptional colour, contrast and detail delivered by the new range of Sony 4K HDR TVs.
The accompanying key visuals were shot by high-speed photographer Fabian Oefner who attached a noise sensor to the camera shutter, so that it triggered every time a balloon popped, helping him to achieve incredibly detailed and striking images.
Shuhei Sugihara, Head of Brand and Product Communication, Sony Europe, says of the advert: “Whether through our products, or through our marketing, our company’s philosophy is to satisfy people’s curiosity.
“Our new TV commercial continues BRAVIA’s legacy of adverts. From balls, bunnies and flower petals to balloons and glitter – Sony has always used striking colour and visual beauty to showcase its range of televisions. The creative direction of this footage was based on the same idea and we hope viewers truly feel something from this beautiful image, which uses a million glittery details to truly demonstrate the difference our 4K HDR TVs provide in terms of colour, contrast and detail.”
Sony Bravia Balloons Credits
The Sony Bravia Balloons commercial was developed at DDB Berlin by managing director creative Myles Lord, executive creative director Gabriel Mattar, creative director Alice Bottaro, art directors Jacopo Biorcio and Alan Dindo, copywriter Chiara Chessa, client service director David Barton, account director Jemima Jordan, producers Jens Mecking and Marcus Wetschewald, and Kamila Koelling (print), working with Sony Europe marketing head Mikio Nakazawa, head of brand and product communication Shuhei Sugihara, brand and product communication managers Moira Larkin and Alessandra D’Avino, and art director Richard Small.
Filming was shot by director Andre Stringer via Tempomedia and Resetwith director of photography John Lynch, Ronin Operator Roman Muelleger and chief lighting gaffer Harry Wiggins.
Post production was done at NHB Studios, Berlin by colourist Pena Argueta and project manager Alexander Seib. Editor was Mischa Meyer atSpot Welders.
Sound design and final mix was produced at Echolab by sound designer Gavin Little, assistant sound designer Joe McHugh, producer Stephan Brockmann.
Music is “True Colours”, written by Cyndi Lauper and performed by Tom Odell.
Print photography was by Fabian Oefner. Behind the scenes photography was by Alin Popescu.