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.