Tronic Studio‘s 3HD theatrical trailer-style spot, “<a href="(http://tinyurl.com/dmhu5v)“>Emerge,” ((http://tinyurl.com/dmhu5v)) plays across one the world’s biggest hi-definition (25×80-foot, 4mm) LED screens in the Comcast Center, in Philadelphia, to herald the launch of the retail marketing partnership between Sony Electronics and Comcast Labs.
The Tronic spot co-brands Comcast Cable and Sony Electronics as they inaugurate their partnership in a 3,400-square-foot retail experience, which opened last week in the lower-level concourse of Comcast’s downtown Philadelphia headquarters. Tronic also produced three HD product spots, which play across numerous screens in the retail showcase, to explain the perfect marriage of Sony hardware and Comcast cable, phone and internet services.
Sony Style Comcast Labs retail experience
The Sony Style Comcast Labs retail experience borrows the minimalist, space-ship-like aesthetic of the Sony products. Staffers will demo 100-Mbps Internet service, which Comcast may launch commercially later in 2009, as well as tru- way-enabled HDTVs, Sony PlayStations and other wares.
At Sony Style Comcast Labs, staff show consumers how to unlock the potential of their devices by demonstrating how Comcast’s advanced delivery services for voice, video and internet services integrate seamlessly with Sony’s hardware products and entertainment content. The partnership with Comcast is Sony’s first co-branded retail location to offer Bravia high-definition LCD TVs, Vaio PCs, DSLR and Cyber-shot digital cameras, PlayStation 3 and PSP consoles, and other products.
Tronic Moves Deeper into OOH HD Videos
For Tronic, the project marks a continuation of its move into OOH, high-end HD retail content. “The challenge was to link two distinct companies together in a coherent voice,” said Vivian Rosenthal, co-founder and art director for Tronic Studio, whose NY City-based animation studio has produced several HD out-of-home videos, including two recent spots for the Sony Style stores. “The Sony Comcast co-branding spot has the feeling of a trailer for a feature film that brings the brands together in an uplifting, aspirational way that captures one’s imagination and hits at the converging technologies they offer.”
Floating High in the Atmosphere, “Generators” Pump out a Hi-Tech Partnership
“The story is a highly abstract metaphor that employs flying CG life forms, which, in a visually engaging manner, presents a simplified representation of converging technology,” said Jesse Seppi, Tronic Studio‘s creative director. “The creative concept was set high in the atmosphere above a fluffy cloud layer, where futuristic generators pump out hundreds of floating pods. The pods represent emergent technological forms (i.e. Sony), which intermix with the fluid, ephemeral structure of the clouds (symbolizing Comcast Media).”
An intelligent force residing in the clouds projects cable-like tendrils that inject consciousness into the pods, transforming them with intelligent purpose. The camera follows as they sail through the atmosphere demonstrating a purposeful downward movement. Gaining color as they fly, the viewer follows a flock of pods as they spread their mechanical wings, glide closer together and finally form the end-tag for the new Sony Comcast partnership.
Credits
Agency – Arc Worldwide, Chicago
Direction/Design/Animation – Tronic Studio (www.TronicStudio.com)
Branding spot: “<a href="(http://tinyurl.com/dmhu5v)“>Emerge”
Jeff Wolfe, Executive Producer – Tronic Studios
Creative tool kit
Vue 7 Extreme
Final Render
Pyrocluster
3D Studio Max
Fume Effects
Audio: Echo Lab
Product Spots:
“Convergence”
“Highspeed Internet”
“2TruWay”
Creative Toolkit:
3d Studio Max Suite
After Effects
Audio: Nylon Studio
About TRONIC Studio
Tronic (www.TronicStudio.com) is a NYC based directing and animation studio founded in 2001 by Columbia Architecture graduates Jesse Seppi and Vivian Rosenthal. Their work moves between broadcast, branded content and experiential design. They’ve directed and animated spots for Target, Adidas, Microsoft and Sony, conceived and executed projects for Diesel, GE, Sharp and Wired (in store) and Nike, Smirnoff and Visionaire (online) and in general, have worked to eliminate lines delineating one form of creative media output from another. These visual futurists are boldly combining live action, animation, architecture, graphic design and branding through new uses of technology to create striking and conceptually based work.
