sony cybershot

agency: Saatchi & Saatchi Sydney
art director: Toby Pike
agency production: Jeremy De Villiers

Sony wanted to showcase the new Cybershot camera as a fashion accessory as well as a great camera, so the concept was all about depicting the fact that it's made from the same material as an expensive piece of jewellery. To achieve the melting effect, EA utilized a fluid simulator to create a realistic molten metal shape. The camera itself was built from an accurate CGI model of the camera. The image was lit to highlight it's simplicity & beauty, with some basic retouching & grading added.