| Title | VOLCANO |
| Brand | SONY EUROPE |
| Product/Service | BRAVIA 4K TELEVISION |
| Category |
A03. ACHIEVEMENT IN PRODUCTION |
|
Entrant Company
|
McCANN LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
McCANN LONDON, UNITED KINGDOM
|
|
Media Agency
|
MEDIACOM London, UNITED KINGDOM
|
|
Production Company
|
SMUGGLER London, UNITED KINGDOM
|
Credits
| Rob Doubal |
Mccann London |
Chief Creative Officer |
| Laurence Thomson |
Mccann London |
Chief Creative Officer |
| Arman Naji |
Mccann London |
Art Director/Copywriter |
| Michael Thomason |
Mccann London |
Art Director |
| Javier Gomez |
Mccann London |
Art Director |
| Jaron Albertin |
Smuggler |
Director |
| Paula Mackersey |
Mccann London |
Agency Producer |
| Anita Osborne |
Mccann London |
Agency Producer |
| Charlie Macpherson |
Mccann London |
Agency Producer |
| Nick Fewtrell |
Smuggler |
Production Co Producer |
| Andre Chemetoff |
Smuggler |
Dop Lighting Cameraman |
| Pip Shepherd |
Mccann London |
Account Manager |
| Sam Khaneka |
Mccann London |
Account Manager |
| Framestore |
Framestore |
Post Production |
| Trim |
Trim |
Editing Company |
| Craft Worldwide |
Craft Worldwide |
Sound Design |
Brief Explanation
To deliver on the brief, 'A viewing experience like never before,' we had to demonstrate the experience of Sony's latest 4K TV. So we thought we'd do something that had never been seen before, but that tied to the product benefit of 8 million pixels. So we erupted a Costa Rican volcano with three tonnes of real and biodegradable petals, and watched as they rained down and flowed through a sleepy village. We shot the film completely in-camera using 4K technology to retain it's authenticity and magic.
Creative Execution
As in previous Sony campaigns, this film needed to be achieved in camera. The difference here was that 4K is all about detail, rather than colour. If we could create a big enough spectacle with enough detail, we knew it would be exciting to watch. We shot entirely on Sony F65 and a F55 cameras, in true 4k, flying in a specialist crew from LA.
With only three weeks of prep, we engaged a 5-man crew. Initial research was actioned on what kind of petal would give us the most lift/ flight. Real petals were deemed the most suitable (these were sourced within Costa Rica and surrounding countries) along with some made from biodegradable paper, which had to be shipped from LA.
Machine Shop shipped 2 tonnes of Large Air moving equipment from the UK to our location on the Irazú volcano in Costa Rica. We manufactured and shipped a 35m x 35m silk, which was covered in petals to achieve the rippling effect for the crater scene. A local 11-man crew helped to control the eruption - in total 3.5 tonnes of real petals were used, and 3 tonnes of biodegradable paper (an estimated 8 million flowers altogether).
Our biggest challenge on set was the volatile weather conditions of the region, but between our effects experts, our experienced production crew, our camera team, and the dedicated local crew, we were able to capture the film in line with the vision, and bring the petals to life.