Sophie Chen
Jan 8, 2014

Sony ascends to great heights to showcase A7R camera

CHINA – A new TVC for Sony China evokes a trip to the edge of space to suggest a camera's ability to provide new perspectives.

wide player in 16:9 format. Used on article page for Campaign.

The 60-second spot for the A7R camera shows 'cosmonauts' who appear to be floating in near-earth orbit, firing away shots and even changing lenses while they descend. A 30-second version is also running.

Nobu Yamamoto, creative and strategic planner at M&C Saatchi Tokyo, which developed the creative idea, said that the primary focus in creating the campaign was to unequivocally demonstrate the fundamental difference between Sony Alpha brand’s product philosophy and that of its competitors in the rapidly evolving and highly competitive Chinese market.

Production company Cutting Edge shot the commercial 'on location' at 15,000 feet, which posed challenges of planning, experimentation, experience and teamwork. 

“Sony wanted something that communicated how their new camera was a world-first,” said Jeff Gaunt, director at Cutting Edge. “The concept demanded visual authenticity, and shooting from the dizzying heights of 15,000 feet was necessary to fully encapsulate Sony China’s narrative.”



Client Sony (China) Limited
Agency M&C Saatchi
Executive creative director Tamio Koshino
Creative & planning director Nobu Yamamoto
Agency producer Susumu Nagano
Art director Tadao Inaba
Designer Chen-Ying Wang
Copywriters Tamio Koshino & Nobu Yamamoto
Account Kazumi Yago & Edward Lapsa

Production company Cutting Edge
Director Jeff Gaunt
Producer Bec Dakin
Studio dop / photographer Simon Hammond
1st camera assistant Jay Topping
Gaffer Colin Williams
Standby props Chris James
Aerial dop Shane Sparkes
Safety/2nd aerial dop/skydiver 4 Rob Douthat
Aerial camera assist/skydiver 3 Jaak (Shark) Saega
Skydiver 1 Adam Long
Skydiver 2 Simon Chaberka
2nd safety / skydiver 5 Simon (Sas) Di Sciascio

Post production Cutting Edge
VFX director Jeff Gaunt
VFX producer Flavia Riley
Editor Kerry Farrell
Grade Justin McDonald
Sound engineer Ross Batten
Online / composition Ant Haberl
Compositor Steve Leacey
Compositor Lars Andersen
Compositor Ricky Marks


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