Web Jungle

Somehow Sony managed to get everyone excited even about the making of a new advertisement. There was a lot of discussion about the previous bravia ads during their production. Now Sony has started the production of a new ad, which is being shot in a square in italy, where they are intending to build something that looks like the following:

The idea is to build a camera setup, that makes speed of images visible. Hence they rebuild the zoetrope:

It’s 1834 and William Horner has just invented the zoetrope. Its rotating drum transforms still images into a single moving picture. As the Greek name suggests, it’s the ‘wheel of life’ (zoe ‘life’, trope ‘turn’).

Fast forward to today and Sony’s Motionflow technology, intelligently adding new frames to action scenes to make them appear smoother than ever. At 200 frames a second, Motionflow 200Hz is like a fast, fluid 21st-century zoetrope.

What better way to celebrate this technology than through the creation of BRAVIA-drome, the most technologically advanced zoetrope in the world. We’ll bring you breaking news of our Motionflow 200Hz event, as it happens. Stay tuned.

So they need something or someone really fast to demonstrate the uniqueness of this setup. The solution: the ad will feature brazilian football player Kaka:

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.

Currently, they are still building the whole construction. You can follow their progress on the blog specifically setup for this.

(Found at adrants)