Framestore has teamed up with Augustus Punch and McCann Worldgroup to create a striking spot for Sony's new Xperia tablet.
Sony Frames is a 'one shot' camera move through beautifully choreographed tableux that encapsulate different features of it's new gadget. Whilst much was achieved physically, Framestore helped complete the vision whilst retaining the hand crafted aesthetic. The move was broken the into three parts, which was then seamlessly stitched back together in Flame, complete with subtle retimes and editorial tweaks.
Flame Artist and Shoot Supervisor, Tom Leckie said "Due to the complexity of the shoot, we opted to film certain pieces as seperate elements that we could time and control. We made sure these all felt like hand operated physical components of the scene. We had a week to finish the whole spot, and hundreds of tracking marks had to be erased over the course of the 60 seconds. It's a source of great pride that we were able to contribute so much to the vibe of this piece in a completely invisible way!"