McCann Erickson NY and Paul Hunter of Prettybird show how everyone can live life in HD with the new Sony Xperia ion. The hero of “One Block,” steps from his local cafe on a New York street and has his world transform to mirror his smart phone’s activity. He walks through a live concert, a scene from Spider-Man and a combat video game. When he arrives back at his apartment he plugs his Xperia ion into a dock and is immersed again as his media experience is brought to life through his home entertainment system.
MassMarket immediately jumped on the collaborative effort between director Paul Hunter and crew to ensure they had a very specific road map for how the camera would move from one vignette to the next.
The continuous camera movement elegantly transported the hero from moment to moment throughout the majority of the spot. This was captured in six different shots: the move from the cafe to the glass, the glass to the car, the car up to Spider-Man on the ledge, from Spider-Man on the ledge to the mortar explosion, from the mortar explosion to the wall of the apartment and the shot moving into the apartment looking out the back window. The car’s impact on the ground, Spider-Man swinging through frame and the street seen through the window at the end of the piece were all captured as separate elements as well.
The real-as-life transitions and individual elements were flawlessly stitched together by the VFX experts at MassMarket.
MassMarket, also responsible for an incredible amount of CG work in the spot, created the car flying through the air, the mortar explosion behind the main character, the jets, various set extensions, a falling lamppost, confetti, the exterior window of the man’s apartment, the white brick building from the combat game scenes and of course Spider-Man’s webs.
All of this minutely detailed VFX allowed for the complicated camera movement which was employed to appear as just another day. The fluid visual narrative highlights just how real things can get with the Xperia ion.