Style frames:
An amazing brief from Sony: to create a moving image piece about their new design ethos: Monolithic Design.
The product design team at Sony combined the Japanese ‘Tatazumai’ approach with Dieter Rams ‘less is more’ principles for their Monolithic range of TVs. Most importantly, the idea is that the product needs to compliment and actually enhance its environment instead of jumping out like an ugly, incongruent techno-box. We were tasked with communicating this with a motion piece.
I took my cues from European architecture, especially David Chipperfield. Minimal, unintrusive spaces which are not just sympathetic to their environment but are also extremely beautiful.
The videos were styled as if they were an architecture promo – in pace and type of shots – while making sure all shots, though CG (except for close-ups in ‘Contrast of Materials’), could have been achieved with a real shoot.
Two variations of the videos were made: an interactive experience for the Bravia website; and as a condensed edit for Sony’s installation at the Salone Internazionale del Mobile, Milan, the world’s largest product design fair.
Agency: Hugo and Cat
Art Director: Jon Sykes
Creative Director: Yannick Connan
Concept: Jon Sykes, Yannick Connan,
Owen Booth
Modelling & shading: Jon Sykes,
Yannick Connan
Animation: Jon Sykes
Editing: Jon Sykes
Post production: Jon Sykes
(& Takeo Ozaki for 'Contrast of Materials')
Video Shoot ('Contrast of materials'): Jon Sykes, Yannick Connan
Copywriter: Owen Booth
UI development: Davide Melis
Production: Bastian Koch
