Superfad Delivers the Superdope for Sony

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I really enjoy the integration of live-action and motion design production. Turns out that my good friend Will Hyde–the ECD over at Superfad and all around super-talented guy with whom I co-directed a music video a while back (not near as supercool as this stuff here…but fun nonetheless)–has really outdone himself in the latest Sony campaign called “Eye Candy”. Great little behind-the-scenes piece here showing the amazing work of Will and his Superfad crew on the Phantom HD cinema camera at 1000 frames per second. I realize we don’t all have these means, but it’s to fantasize about what’s possible

See the 2 minute finished piece after the jump…pretty amazing when you can create. Great imaginations + budget + tools + vision = tasty bits like this. I’m both inspired and exhausted just watching it.

Props to the team. Credits: 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 Director: 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. Editor: Ryan Haug. Flame Artist: Andy Davis. Head of Production: Chris Volckmann. Executive Producer: Rob Sanborn. Music: Matt Hutchinson

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25 replies on:
Superfad Delivers the Superdope for Sony

  1. Sorry to spoil the cheer, but really, this is nothing compared to The Third & The Seventh
    It’s one man production, Alex Roman, entirely in 3D. He wrote the music, did the animation, post, compositing, modeling on a PC. It’s most photographic video I’ve ever seen.

    http://vimeo.com/7809605

    Superfad just doesn’t cut it and Sony looses it’s value in my eyes. The real paint explosion commercials were much better, not to mention the million balls in San Francisco.
    Even the Japanese Sony Alpha 550 ad was better and more engaging.

    Superfad is an example how too much of new toys kills the “spirit”. When I watch this new Sony commerical I see a guy who was paid to wiggle a mop, a model didn’t give a f*** about what she does and poor/fake CGI by todays standards. It could be awe inspiring anything in 1994 maybe…

    And Chase, I highly recommend watching this short film by Alex Roman. It’s so photographic, real and beautiful yet done on a home computer with Windows XP running on it (you can see the back-stage stuff in the related). I know Superfad are your friends and all, but see The Third & Seventh and I think you will have no doubt I’m right with my judgment. Maybe Superfad fits better into Hollywood and commercial work on deadlines but by no means this new ad is something worth admiring.

  4. pretty amazing work..
    also great move from sony to get something like this done!

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