Sony ‘Vines’
180 LA
Organic Technology. Technology and biology combine to evolve Sony products in a campaign directed by Motion Theory’s Grady Hall.
Sony’s advanced “HDNA” high-definition technology comes to life in a campaign conceived by 180 LA and directed by Motion Theory’s Grady Hall. Each spot in the campaign begins with a Bravia product evolving in a different way in order to create a new high-def Sony VAIO. The 60-second “Vines” opens with sunlight inspiring a Bravia television to sprout circuit-board flowers and grow colorful wire “vines” that surround the television with time-lapse-inspired movement, and then finally unraveling to reveal a new VAIO. The 30-second “Fly Trap” features a Bravia that mimics a nearby Venus Fly Trap plant by first swallowing a Blu-ray player, then evolving into a new laptop with integrated Blu-ray. The action for “Vines” and “Fly Trap” was captured almost entirely in-camera, with hand-pulled wires, practical flowers, and a fully articulating “Bravia fly trap” model. Motion Theory Senior Art Director Kaan Atilla developed the look for the campaign and helped to achieve the amazing combination of in-camera action and visual effects.