Wednesday, April 1st, 2009
Changes are in motion
You’ve followed the BRAVIA-drome ad from concept to post-production. You’ve even enjoyed a sneak preview of the final cut.
Now the wait’s over as the commercial hits TV screens and the new Motionflow site goes live. Click here to view the new site and see great behind-the-scenes videos, more of Kaká and Motionflow demos.
Wednesday, March 11th, 2009
Inside the production process
With the BRAVIA-drome ad due to premiere in April, Jonathan Davies of the Motion Picture Company takes us through the production process.
MPC were involved early on with this project, is that unusual?
We do sometimes get involved with pre-production but this project was different because we were going to build something. Ben Scott took care of the BRAVIA-drome’s aesthetic, Artem did the engineering and we provided the technical information to make sure that it was built to the right size.
At the beginning everyone thought we could just spin the zoetrope and do any kind of animation. But you’re constrained by the physics, how big the image will be, the number of frames you need, how fast you have to spin it. There was about two months’ work upfront.
How did you work out what was needed for the moving image?
We used a 3D package called Maya to visualise the spin. There were certain considerations to take into account, like the size of the square in Venaria, the need to produce around three seconds of animation and to get the image of Kaká as large as possible. We ended up with 64 images, which is around 2.5 seconds of animation.
Then you filmed Kaka doing a series of football tricks?
Once the BRAVIA-drome was built we knew exactly the size and number of images we needed of Kaká. The problem was how to get them to the right dimensions, because film resolution only goes up to a certain size. So we took a technical approach, and turned the camera on its side. That way, we got the most information possible on to the 35mm negative. Joining the loop was tricky. The sequence had to be shot in a particular way so that when Kaká kicks the ball out of frame it can come back in at the same height.
Did you have any problems capturing the BRAVIA-drome on film?
There were issues when it was spinning. If you have people standing in front of the BRAVIA-drome making fast movements you’ll see a series of jagged lines, a bit like an optical illusion. We had to make sure people didn’t move too quickly.
How much footage did you shoot?
We shot about 13 hours’ worth of footage on Sony HD cameras, and the ad itself will be 60 seconds long. That’s a lot more footage than normal, but the editor was on set to deal with the camera rushes. Next step is to do an edit that everyone’s happy with, grade the selected shots, colourise them, then clean up the piece. Sound recording and mixing take place at the same time. The final part of the process is when sound and picture are put together.
Does the post-production team follow a script?
They’re following a storyboard and something called a previz, which we do before the shoot. It’s a basic 3D animation of what’s going to happen in the ad. We take every shot from the storyboard and from the brief and build them into an edit. It gives everyone a chance to see what the finished piece will look like.
What did you think when you saw the BRAVIA-drome in action?
It looked amazing and quite surreal because the image is so clear. Although I knew how it was made, with printed images, it really does look like one single moving image – a bit like a huge circular TV screen.
Thursday, January 22nd, 2009
Sony Motionflow star brings media spin to a halt
Despite last week’s frenzied speculation about a record-breaking transfer to Manchester City, Brazilian international Kaká has announced that he plans to stay at AC Milan.
Commenting on his decision he said: “At the moment I don’t want to change anything.
“All the messages that I received said to choose with the heart and I think in the end that has been the decision. It is absolutely not about money.”
The former FIFA player of the year, and star of our BRAVIA-drome TV ad, is known as much for his strong principles as his deftness and speed on the pitch, a point he proved by turning down the £15 million a season reportedly being offered by Manchester City.
Friday, January 16th, 2009
Kaká: “Every time I play in England it’s an exciting experience”
(see more of Kaká at our YouTube channel)
Kaká’s impeccable performance both on and off the pitch has brought the Brazilian international to the attention of football fans the world over. Now he’s more in demand than ever, with reports of a world record bid from Manchester City hitting the headlines.
In December at a press conference following our BRAVIA-drome event he answered questions about his footballing future. As you can see from the video above, his response was characteristically measured.
“I’m very happy at AC Milan, we share the same objectives. But if that were ever not the case I’d certainly be happy to play in England’s Premier League. It’s a fantastic championship. Every time I play in England it’s an exciting experience.”
He also talked about his involvement with the BRAVIA-drome campaign.
“It was a really unique day and it was exciting too, particularly for the atmosphere that surrounded the event, and the people who joined us in the square. I was very moved to see how Sony had realised such a successful, commercial illustration of what the past has been and what the future will be with BRAVIA technology.”
“What attracted me to this campaign and to Sony is that Sony is number one in the world in what it does. Whenever I sign a contract I make sure I can share my values with that company.”
Thursday, December 11th, 2008
World-class footballer has our event in a spin
Football sensation Kaká is the star of our Motionflow event. Just like the revolutionary 200Hz technology, he’s super fast and precise – talents that have won him honours like the Ballon d’Or (Europe’s highest accolade for a footballer) and FIFA’s World Player of the Year award. Now his legendary skills will be setting the BRAVIA-drome in motion.
Tuesday, December 9th, 2008
Kaká exclusive - and there’s more to come
If you’re a fan of football, make sure you pay us a regular visit. The image above is just a taste of the exclusive Kaká content that we’ll be releasing over the next few months. Don’t forget, you heard it here first.
Thursday, December 4th, 2008
Football genius Kaká kicks off our event
Football’s speeding up: the players run faster, the ball travels further. It’s the ultimate test of Motionflow 200Hz, the world’s first technology which makes intense action scenes appear as clear and smooth as real life.
It’s certainly a challenge, keeping up with AC Milan player Ricardo Izecson dos Santos Leite, better known as Kaká. He’s one of the fastest players on the pitch with a speed that’s rarely matched, making him the perfect embodiment of sharp and fast Motionflow 200Hz technology.
Watch this space to find out how Kaká’s world-class football skills are featuring in our Motionflow 200Hz event.
