Sony used 1.5 tons of multicolour glitter to bring the abandoned casino of Constanta back to life in the new commercial for BRAVIA 4K HDR TV.
Shot and produced by US director Andre Stringer and his DDN Berlin team, the commercial revived the ruined casino on the sea front in Constanta, on the Black Sea coast, using 4,000 balloons and over 1,500 kilos of glitter.
The commercial opens with a white balloon entering an empty building, then spectators are watching how the casino is gradually filling up with balloons, all climaxing with a color explosion when the balloons are breaking out and the casino is covered with glitter.
Using a mix of various shooting angles and techniques, the commercial was created to capture the brilliance and beauty of the 4K HDR TV, by juxtaposing white balloons and multicolour glitter.
The mesage of the ad campaign,„More Brilliance. More Beauty”, will be broadcast on cinema, VOD, in online and outdoor media, as well as in stores, be displaying the colors, the contrast and the exceptional details provided by the new Sony 4K HDR tv.
The extra visual elements have been shot by Fabian Oefner, the photographer specialized in high speed photography. He equipped his camera with a noise sensor so that it could be triggered every time a balloon was cracking.
As for the soundtrack, Sony collaborated with Tom Odell to create a new version of Cyndi Lauper’s „True Colors” hit, now re-named „True Colours”.
„Shooting this commercial took us weeks of training and a huge effort of the special effects and design partners (…) We have been lucky to obtain such a beautiful location: during shootings we were able to live the experience of turning the abandoned casino in a place full of colour and life,” said Alice Bottaro, art director DDB Berlin.
Romanian photographer Alin Popescu recounts his experience in this project: „I have been recently invited to join the shootings, as studio photographer. I enthousiastically agreed to accept the invitation due to the loady story of the location and to the original concept. Fortunes have been won and lost in this palce, while love stories have been written in the casino’s neighborhood,” he said.
The ad campaign will be launched in UK, Ireland and Germany in early October.