Sony has launched a television commercial for the Bravia television screen, shot on location in India’s states of Rajastan and Uttar Pradesh. The 60 second Dominoes video takes viewers on a journey on a tumbling journey of colour, from a magnificent fort in Jaisalmer through a desert all the way to the Taj Mahal in Agra.
Sonal Dabral, regional executive creative director with Bates141, Singapore, explains the concept…
“In this commercial we introduce the large dominoes into the setting with an intriguing chemistry of hyper-real dominoes set against the exotic naturalism of the location. The vibrancy and accuracy of the new BRAVIA is perfectly illustrated by the colourful dominoes. These dominoes are the full gambit – the full spectrum of colour, seen in among the hennas and browns and ivories of this earthy place. The environment offered a great canvas for us to reinforce the spectrum of colour for BRAVIA, set against the primarily sepia, monochromatic locations.”
Click on the image below to play the video in YouTube (HD)
The ad has gone viral since this post went live, spreading through YouTube.
Working with director Nic Finlayson, the team built 100 dominos at exact sizes of eight feet tall. The dominos were each painted a different colour. For each shot, the correct number of dominos was set up and then set off after the camera rolled. An entire crew of 132 carried the dominos from one location to the next, lined them up, kept them still and set them off. The authenticity of these images provided faithful, realistic and detailed reproduction of colours.
The spot was developed for Sony Electronics Asia Pacific’s advertising in the Pan-Asia region.
The Domino City campaign was developed at Bates141, Singapore, by regional executive creative director Sonal Dabral and creative director Travis Sorge, general advertising manager Edward Pank and account director Sharon Sarinas.
See Bates141′s Making of documentary online at YouTube.