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REMEMBER THAT AMAZING Sony TV ad from 2005, with all the colourful bouncing balls?
Well, they may have just outdone themselves with a stunning campaign for its Bravia 4K TV that captures the moment when bubbles freeze in mid-air.
Sony and its ad agency Adam&EveDDB traveled to Whistler in Canada — where it’s really cold — to film the moments when bubbles develop intricate ice crystals in the freezing-cold air, and settle on the snow.
The team used numerous tools, like a special macro lens, cross-polarized lighting (which is usually used for microscopic photographs) to enhance reflections and of course 4K resolution technology (the ad promotes the new Bravia 4K TV range).
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And while it might be hard to believe, the team says it used no CGI at all. The video is 100% real. And truly beautiful.
Just watch how the ice crystallizes on this bubble settling on the snow:
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A beautiful video, certainly, and no doubt these TV’s can display 4K definition, but where are you going to get that transmitted from? Anyone buying these TV’s now are paying for something they’re capable of displaying, but never will. By the time 4K becomes anywhere near the norm, or available at a price mere mortals can afford these TV’s will be antiques.
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