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.
Superfad is a brand-driven design and live action production company. A collective of designers, directors, animators, and artists; their mission is to see brands in unexpected ways and to express a brand voice in an undeniably original fashion.
Superfad work runs counter to the trend of design studios who present a singular house style. With offices in Los Angeles, New York, Seattle and London, their work is informed by a wide array of cultural and intellectual influences. Fine art, science, math, and literature are fused with illustration, photography, and technology to produce stunningly original imagery.
Superfad was founded in 2001 and has produced award-winning work for many of the most respected brands worldwide. Honda, Sony, Target, Adidas, and AT&T are just a few of the companies who have turned to Superfad for inspired branding.
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