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Article: SPONSORSHIP IDENTS: Sony idents - Fallon London.
- Article from:
- Creative Review
- Article date:
- July 3, 2008
CopyrightCOPYRIGHT 2008 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Fallon in London is behind this impressive set of idents, currently airing during the itv coverage of the Formula 1 season.
Directed by Johnny Hardstaff, the idents are based on the simple premise of "testing high definition to the limit". What makes them special is the imaginative forms the tests, which are based on real experiments that Sony conduct, take. They each emphasise different high- def qualities, including brightness, detail, depth, colour and sharpness, but in beautiful ways. This is achieved by, variously, smashing a cabinet of multi-coloured glass objects and setting fire to 28,000 matches. One features mechanical sponge painting, while another ...