Superfad: Sony “Eye Candy”
Superfad Seattle brings more than just eye candy to this surreal exploration of live action and vfx for Sony Bravia HDTV. Unfolding in three parts, “Birth of Color,”  ”Explosion of Color,” and “Release of Color,” the piece takes us on a dreamlike journey, with each section visually manifesting Sony’s global brand message of “make.believe”.
Drawing from the theatrical world of fashion photography, Superfad chose spherical objects to represent the dot in “make.believe” and serve as a thread that runs throughout the piece.
For an extra bonus, we’re including both the final piece and a behind the scenes video in HD. Also check out the process frames and style boards sent from Directors Will Hyde and Carlos Stevens.
Thursday, March 11th 2010 at 7:48 pm |
eyecandy at it’s very best
Friday, March 12th 2010 at 5:38 pm |
I almost laughed at how epic and ambitious this piece is. But I really loved it.
Friday, March 12th 2010 at 9:39 pm |
WOW Beautiful work! Congratulations guys. it looks amazing.
Carlos Florez
Monday, March 15th 2010 at 2:07 am |
Wow ! what an inspiration!
Monday, March 15th 2010 at 6:31 pm |
Its choc-a-block with nice moments but some of the transitions from one moment to the next are pretty crude compared to a lot of other work I’ve seen from them.
when the first white drop hits the ground the camera move slows down very abruptly. When the lady in the red dress is walking the elements look like 2.5d cutouts. When the lady blows on the particles… same thing, just doesn’t look right. etc etc.
I’m not dissing the whole spot, but its Superfad and Sony, so I guess I just expect everything to be flawless.
Tuesday, March 16th 2010 at 8:43 pm |
I´m with monovich. Superfad does excellent technical and conceptual work, so after reading part-way through the article, I had high hopes. Unfortunately I was a little dissapointed, mainly in the choice of shots. Why some many shots of women? I feel like this spot is trying so hard to be beautiful that it comes off feeling a bit cliche and boring. What a relief with the parrot shot. I wish there were more shots like this. Everyone knows high speed photography gives us a window into a world invisible to the naked eye, so why shoot women with flowy dresses and windblown-hair, something we’ve seen a hundred times before? Isn´t there a wealth of visual phenomena that, while not beautiful in the tired sense of feminine beauty, is much more interesting to look at? And I apologize, but I cringed on the shot of the warrior lady smashing the glass orb. Am I the only one who found this to be really cheesy? boris vallejo?
I have utmost respect for the talent and minds and the work product of Superfad, and I know they will continue to produce brilliant work, but I would be insincere if I simply write “Excellent work guys!” I hope no one is personally offended by my comments, and I look forward to seeing the next spot by this studio.
Tuesday, March 16th 2010 at 9:05 pm |
I’m with you about the overly “epic” warrior lady, and I’m with monovich on the 2.5d lady in the red dress.
But there are great shots in there. I thought the face painting on and the glittery particle lady were really great moments.
I dunno. B+ on an ambitious piece.