Sony is no stranger when it comes to making magnificent advertisements. Their new commercial for the recently released A7 and A7R full frame mirrorless cameras, which features some magnificently choreographed skydiving action, is no exception. What's even more impressive is the fact that none of this was shot on a green screen. In fact, the entirety of the spot was shot practically at an altitude of 15,000 feet, with an overcranked RED EPIC. Read on to watch this glorious commercial and the excellent behind-the-scenes video.

First and foremost, here's the new spot for Sony's A7 and A7R cameras:

And here's the behind-the-scenes video, which shows both how the shoot was planned and executed:

There are two things which I find fascinating about the production of this piece. The first is the fact that the commercial was shot practically at an altitude of 15,000 feet when it very easily could have been shot in a studio with some suspended stuntmen against a green screen and a few giant fans underneath. The second thing is actually a result of the practical shoot. Because of the logistical intricacies and minimal recording time during a one minute free fall, the pre-production process and the free fall choreography had to be planned out to the teeth.

In terms of the A7 and the A7R, while it doesn't seem like the video functionality of the cameras is going to be any better than most of the lower-end DSLR's (which is absolutely a shame), they still absolutely clean-up the competition in terms of size vs. functionality. And with their massive full frame sensors (the A7R especially), these cameras are unparalleled in their stills ability and portability.

What do you guys think of this ad, and what do you think about the A7 and the A7R? Let us know down in the comments.

[via The Verge]

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Cinematography & Cameras