Sony Bravia Play Doh spot in production

Earlier this month I posted about the 3rd Sony Bravia spot featuring Play Doh rabbits. This week we were sent some info now that the filming's wrapped and the advert is in production.

The BRAVIA advert will be made up of stop frame / motion animation, in which objects are moved by very small amounts between individually photographs frames – a very long and arduous process.

Over a period of three weeks, 40 animators were responsible for 189 2ft bunnies, 150 1ft cubes, a 30ft giant rabbit and a 10ft x 20ft purple wave – all made from 2.5 tonnes of plasticine. Never before have so many animators worked together on the same scene.

For one of the multiple bunny scenes, four hours was spent with around 40 animators and sculptors to generate four seconds of footage!

Up to six cameras recorded each shot and the final 60 second spot will be constructed of approximately 100,000 stills.

Images from the shoot can be found at

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.