M&C Saatchi unveil creative for Sony’s new camera range
M&C Saatchi Tokyo has designed a creative for client Sony China to promote its new A7R cameras.
The creative features base jumper and parachutist Shane Sparks.
The spot was produced by Australia's Cutting Edge.
The execution is via two TV spots
"Sony wanted something that communicated how their new camera was a world-first," said Jeff Gaunt of Cutting Edge.
"So we had to push the boundaries in a number of ways.
"The concept demanded visual authenticity, and shooting from the dizzying heights of 15,000 feet was necessary to fully encapsulate Sony China's narrative."
Nobu Yamamoto, Creative & Strategic Planner of M&C Saatchi Tokyo, said : "Setting new global standards through innovation sits at the core of Sony's brand philosophy, and it was with this ethos in mind that we created the idea for this commercial.”
He added: "To bring this creative to life, we needed an accomplished partner. And it was the team at Cutting Edge, spearheaded by Jeff Gaunt, who were nothing short of outstanding in making this all a reality. With their considerable expertise, and with great passion and professionalism, they expended all of their efforts to achieve a magnificent end result. We hold Cutting Edge in exceptionally high regard and we are more than grateful to have worked with them on this great opportunity provided by Sony our client."
The creative features base jumper and parachutist Shane Sparks.