High-definition television

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

• published: 11 Mar 2010
• views: 187891

Around this time of year in New England, animals awake from hibernation. This year is no exception and with the record snowfall in and around the Boston area, many creatures are happy to see most of the white stuff gone. The sun is starting to become more and more intense. I was mountain biking at Ashland State Park in Ashland, Massachusetts a few days ago and came upon a large number of Garter snakes moving slowly through the leaf litter. These snakes must have just woke up from their long winter slumber. They were searching out the small pools of sunlight that made it though the branches, warming the ground. These guys were basking in the heat from the sun. One thing I noticed was how calm they were. They seemed very groggy and disinterested in my presence. I could grab them just under the head, and hold up their bodies with my free hand. These Garter snakes did not strike or expel a stinky musk. I think they might have been half a sleep, just out from the snake hole! So I finished my 3 mile loop around the lake and when I got back to my car, I grabbed my Sony Z1U, the Letus35 Extreme and my bag of lenses. I hiked on foot back to the area full of snakes. I decided to leave the tripod. I wanted to shoot from a snake eye view. I brought all my lenses thinking I may need to keep my distance and use a long focal length. But I did not. I used my favorite lens, the full manual tack sharp Nikon 55mm f2.8 Macro. My only issue with this lens is that the focus barrel is very sticky inside and it is hard to pull and rack focus. I got down in the snake infested leaves and sticks and using no tripod, I wedged the Letus rail system into the ground trying to hold the shots steady. I was able to set the focus on the lens to about one inch and got right in the snake’s face. Most of the shots have a thread of depth of field and a few of the shots I set my focus on just the tiny fork tongue as it flicked through the creature’s jaw. The rest of the snake’s head was out of focus. The slow motion was at 30 frames per second. I wish I had a Sony EX1 with the capability to shoot the high speed snake tongue action at 60 frames per second. But alas, I must settle for what I am able to afford (for now). I shot for about forty five minutes and got some great footage. I was never bit, and a few times, the snakes came to me. At one point I was surrounded by about ten serpents looking for their fifteen minutes of fame! The video was edited with Final Cut Pro and I used the “color corrector 3-way” filter to add more color saturation. I did not vignette this project. This video is also on my webpage as a 720p QuickTime file. This is located at: http://www.tomguilmette.com Music Selection: Nine Inch Nails - Ghosts I - Track 6

• published: 21 Mar 2008
• views: 28383

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.

• published: 18 Apr 2010
• views: 3668