January 7, 2014

Sony Takes the A7 & A7R to New Heights in This Stunning RED EPIC-Shot Commercial

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:

https://vimeo.com/82261363

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

https://vimeo.com/82261362

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]

Your Comment

18 Comments

huh, I wonder why Sony didn't make the commercial producers use one of the Sony Pro-level cameras for the commercial?

January 7, 2014 at 6:06PM, Edited September 4, 11:45AM

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Neil

Thats exactly what I was wondering

January 7, 2014 at 6:13PM, Edited September 4, 11:45AM

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Bryant Marcontel

Because Sony just hires a production company to shoot it. 99% of people who see this commercial won't have a clue what it was shot on.

January 7, 2014 at 6:19PM, Edited September 4, 11:45AM

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jim

Actually, the agency hires the prod company/director.

January 8, 2014 at 4:12PM, Edited September 4, 11:45AM

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Chris H

Hahahahha..you guys are funny
Sony dont care about shit whats is shot on!
cut the stupidity and think about it.!!! If they were shooting car commercial for Ford do you think they wont hire Russian Arm/Ultimate Arm because they are only MERCEDES and PORSCHE.
LOLOLOLOL...
CHECK previous PS4 commercials they are shot on ALEXA and EPIC.nobody cares about whats is shot on especially companies if they could care they were only Mercedes and Porsche commercials for gyro arms.
There are many reasons i could write here..

January 8, 2014 at 4:28PM, Edited September 4, 11:45AM

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Kemalettin

Because the FS700+R5 is too bulky ;)

January 7, 2014 at 6:19PM, Edited September 4, 11:45AM

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Alex

My guess is since the Epic in it's most compact size doesn't limit the recording functionality, they can execute the idea more efficiently. The F55 still requires the AXS-R5 recorder to capture a similar image which will add some size and weight on a skydiver's helmet. I'm sure they didn't want to make a rig more complicated by figuring out a way to wire it to a place on the skydiver's body.

They definitely missed an opportunity there, for sure.

January 7, 2014 at 6:43PM, Edited September 4, 11:45AM

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The reason is exactly what you said. Any extra weight on the neck at canopy opening adds an element of risk due to the possibility of a hard opening. A Red Epic setup is already more then most people will put up there. An F55 with raw recorder....hahah. Nope.

January 11, 2014 at 1:42AM, Edited September 4, 11:45AM

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Derek

+1

January 7, 2014 at 7:03PM, Edited September 4, 11:45AM

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JAYE

Humm, that video is kind of old, why now NFS?

January 7, 2014 at 6:22PM, Edited September 4, 11:45AM

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Tulio

Another still camera? More lenses? Not really moved to buy into the system. Now, 4k for 2k? That's a different story. As long as it delivers wicked good compressed footage.

January 7, 2014 at 6:27PM, Edited September 4, 11:45AM

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Frank

best advertising for Red Epic

January 7, 2014 at 11:10PM, Edited September 4, 11:45AM

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Nelson

Another well-shot horrible commercial.

January 8, 2014 at 4:11PM, Edited September 4, 11:45AM

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Chris H

Not sure I would buy it for the video capabilities, but certainly for still photography. Ever since Sony bought Minolta their gear has gotten better and better.

January 9, 2014 at 1:22AM, Edited September 4, 11:45AM

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Bolex16

the ad is brilliant. I am an underwater shooter and I can relate to the limited time and hazardous environment. Great art. Don't know much about the A7 or A7r.

January 9, 2014 at 5:24AM, Edited September 4, 11:45AM

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Wow, at Cutting Edge you can see that young man working on Nuke, on that man-facing-the-camera take. if I am right, is he replacing the cameraman reflection on the helmet, and putting on the other jumper-facing-the-camera-with-the-lense to simulate a real reflection? What else might he need working on Nuke?

January 9, 2014 at 8:16PM, Edited September 4, 11:45AM

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Crles

I bet you that close-up where the lens is attached to the camera was not filmed during free-fall. The look is totally different. Also, that soundtrack is very similar to the Fifth Element's Diva Dance. My guess is they tried to secure the rights for the real thing, failed and created something eerily similar.

January 12, 2014 at 11:14AM, Edited September 4, 11:45AM

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Steph

Falling at terminal velocity is a novel way to blow the dust of your camera's sensor!

January 13, 2014 at 4:40PM, Edited September 4, 11:45AM

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Dave