Motion Theory Grows for VAIO

Motion Theory (dir. Grady Hall) continues to refine their sophisticated sensibilities with “Vines“, “Fly Trap” and “Breeze” for Sony VAIO. The simple concept from 180LA, in which a Sony TV “consumes” a Blu-ray, could have gone many ways. MTh and Hall’s approach possesses a refreshingly analog aesthetic. Their subtle time-lapse/stop-motion, nuances make the spots stand out. This was achieved through a combination of time-lapse and real-time movement based on what MTh captured in-camera with puppetry and manipulation of practical wires. They then filled in the rest with CG vines and flowers to bring the spots to life.

Hall discusses his motivations behind this treatment:

“I made the movements of the wire more analog and stop-motion because I wanted to copy natural processes as closely as possible. This strategy started with the realization that we never see plants move quickly like this in nature. So, the only way that the viewer would accept that this was even remotely real was to emulate the time-lapse movement of plant growth. However, we didn’t want to use full time lapse, because first off, we had seen that before too many times, and secondly, we didn’t want to give a sense that a lot of time had passed.”

180, LA:

Executive Creative Director: William Gelner
Creative Director: Joel Rodriguez
Art Director: Phillip Cho
Copywriter: Graham Douglas
Executive Producer: Peter Cline
Producer: Kate Morrison

Motion Theory:

Director: Grady Hall
DP: Jeff Cronenweth
Line Producer: Scott Gemmell
Executive Producer: Javier Jimenez
VFX Supervisor: Nick Losq, Caleb Owens
Senior Art Director: Kaan Atilla
Art Director: John Fan
VFX Producer: Matt Winkel
Designers: Rob Resella, Jenny Ko, Chris Riehl, Matt LaVoy, Angela Zhu, Joseph Chan
3D Artists: Nick Losq, Caleb Owens, Chris Clyne, Ben Grangereau, Andrew Romatz, Na Song, John Tumlin, Tom Bruno, Danny Zobrist, Katie Yoon, Bekah Baik, David Howe, Dave Lo
Rotoscope Artists: Eric Almeras, Ed Anderson, Dan Clark, Eric Deinzer, Stephen Edwards, Marlin Harris, Krystal Chinn
Concept Artist: Chelsea Douglas
Matte Painter: Amy Paskow
Editor: Mark Hoffman
Assistant Editor: Noah Duesterberg-Chavez
Editorial Producer: Matt Winkel
Compositing/Finishing: 1.1 VFX
Lead Compositor: Danny Yoon
Compositors: Matt Motal, Chris Moore

Recording Studio: Lime Studios
Final Mix: Lime Studios
Mixer: Loren Silber

Music Company: Mutato
Track Title: Circular Computer
Composer: Mutato
Sound Design Company: Machine Head
Sound Designer: Stephen Dewey
Sound Design Producer: Vicki Ordeshook

About the author

Matt Lambert

/ www.dielamb.com
NYC / London

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12 Comments

Tom

I really like the sound in the Fly Trap spot. It’s a nice mix of ‘organic slimy’ and ‘creeky plastic’ which, I think, pulls you in that much more.

Craig

It’s cool, but I wonder what this spot would look like if it was done by
1st Ave machine. It’s so up their alley.

baldwriter

MT is always accusing everyone of ripping them off. this one is harder to hide.. 1st ave machine should have got cred for this..

KMFIX

I’d be pissed if I came home to a smaller TV… Specially one with a Windows logo on it…

It’s like invasion of the body snatchers…

monovich

it was pretty funny that his TV got smaller. slight oversight?

nice work though!

Simon Robson

hilarious!

Simon Robson

I mean KMFIX’s comment…

xpez2000

Can someone explain how the a/v cables as nature present a value proposition for the SONY TV?

To imagine this kind of artificial growth with cables acting like living things, makes me think of a David Cronenberg film.

Loving it

A creative director ad the agency did a damn good job selling the concept to sony as it actually has no value, but it looks fantastic.

closeye

nice but 1st ave would have been nicer. reminds me of those AT&T commercials (1st ave) hmmmmm, originality?

El Gordo

I think its OK but nothing special.
The concept feels old.

If you’re going to do something like this then I would at least try to improve on whats already out there.

And why do so many FX heavy ads seem to be no better that average when it comes to acting, camera work and casting?

Comments are closed.