Sony built the BRAVIA-drome, the centerpiece for Sony’s latest marketing campaign, to provide customers with a visual demonstration of Sony’s Motionflow technology.
The Sony BRAVIA-drome was inspired by the zoetrope, a device invented in the 19th century to create short ‘films’ from a series of static images. This modern day zoetrope is 10 meters across, spins at over 40 kph and is the optimal medium for demonstrating how Motionflow 240Hz technology clearly displays today’s fast-action motion pictures. Sony selected soccer for its continuous movement to fully demonstrate the clarity of Motionflow 240Hz for customers. The technology effortlessly eliminates jerkiness and smoothes the flight of the ball as it hits the net, making fans that are watching the game within the comfort of their own homes feel as though they are at the stadium.

The commercial is filming in a square in Venaria, near Turin, and stars FIFA World Player of the Year and Ballon d’Or holder, Brazilian soccer sensation Kaká. The FIFA World Cup winner will appear in a series of images inside the BRAVIA-drome performing some of his legendary skills. To add to the excitement, soccer juggling champion Dan Magness will make an appearance at the shoot as he attempts to smash three Guinness World Records. Magness, already known for breaking several different soccer records, has trained some of the very best players in the world – from Francesco Totti to Michael Owen – in the art of controlling a soccer ball.

The BRAVIA-drome ­– designed for easy dismantling and transport for use beyond the shoot itself – will also appear in print, digital and below-the-line elements, such as store fixtures, point-of-sale items and brochures of the overall campaign.
Via this Sony announcement.