A delirious publicity for the new product of Sony, the lever of detection of movements PlayStation Move. A communication on the tone of humour thanks to the presence of Kevin Butler, the imaginary VP of the group. To discover in images and video in the continuation.

Advertising Agency: TBWA\Spain, Spain
General Creative Directors: Juan Sánchez, Guillermo Ginés
Creative Director: Vicente Rodríguez
Art Director: Fran López
Copywriter: Vicente Rodríguez
Photographer: Gonzalo Puertas
Account Director: Inés Diez-Casariego
Account Supervisor: Ignacio Hortal
Account Executive: Verónica Mendoza
Agency Producer: Nuria Mazarío
Published: March 2010

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