Sony Bravia's new campaign is a visual treat

Hundreds of dancers create intricate formations that look like fireworks in the TVC choreographed by Terence Lewis

BestMediaInfo Bureau | Mumbai | October 5, 2016

Click on the Image to watch the TVC.

Hakuhodo Percept's new television commercial for Sony Bravia celebrates the festive season and is a visual treat for the eyes.

The TVC, which went on air on October 1, shows hundreds of dancers who come together to create precise and mesmerising formations that appear as a colourful display of fireworks going off in the sky. The premise of the TVC is simple, 'Celebrate the unique picture experience that is Bravia'.

Elvis Sequeira

“While the strategy was to reach out to people during the upcoming festival season that will build up to Diwali -- as a great occasion to celebrate with a Bravia -- our challenge was to bring the proposition alive in a way that would get viewers to 'feel' or experience this difference. We knew that all brands advertising around this period would build in the same festival cues around their communication, and if we followed that path, there was the possibility of getting lost in the clutter of visual sameness,” said Elvis Sequeira, Chief Operating Officer, Hakuhodo Percept.

The idea behind the TVC started as a two-word concept: Human Fireworks.

Commenting on the challenges faced during the execution of the idea, Sequeira said, “What if people could mimic the explosions, formations and spectacle of a fireworks display through choreographed dance? The hard bit was trying to execute this because it hadn't been done before. So there were no references to look at.”

Jorge Rubia, Director of the TVC, said, “It was hard to imagine how this would come together finally. It could not be too perfect because we were sure that we did not want to do this as computer graphics. It had to be real, organic, slightly imperfect, yet trick the eye just enough to believe they were fireworks without losing the dancers. We had the same challenge with costumes. We had to portray colour without overdoing it. The quality of our final image had to match the perfection of the Bravia picture. Elegant, sophisticated but vibrant and celebratory. We found a great choreographer in Terence Lewis who was able to bring my vision together. His technical knowledge in visualising and executing how a firecracker would explode and move through dance formations was outstanding and beautiful. It's quite something to imagine what it would look like from above, and to set the dancers on the ground. So a lot of credit to him, really.”

The TVC

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/10/Sony-Bravia.jpg

Credits

Client: Sony India

Agency: Hakuhodo Percept

Brand Manager, Sony India: Rishabh Aggarwal

Senior Marketing Manager, Sony India: Divya Rao

General Manager, Sony India: Yuichi Hasegawa

COO, Hakuhodo Percept: Elvis Sequeira

Creative: Elvis Sequeira, Shobhit Mathur, Tripti Kakkar, Robert Rodrigues

Client Servicing: Neha Gupta, Saptarshi Sengupta

Production House: Black Rose Films

Producers: Divyesh Sata, Darshan Shetty, Petrina D'rozario

Director: Jorge Rubia

Choreographer: Terence Lewis

DOP: Zubin Mistry

Music: Mikey McLeary

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