mrBadak.com

Claymation is the technique using clay and stop-motion filming to create movement, as seen in the movie Chicken Run. Sony’s latest ad campaign to promote its Bravia LCD TV showcases a serious and dedicated work from 40 animators, 2.5 tonne of play-doh or plasticine and 100,000 image stills compiled into a 60-second video clip. It even has a giant 30 foot rabbit!

The video was shot in Manhattan NY, with New Yorkers going on with their daily schedule. This video is a follow-up to two previous successful campaigns, Paint (featuring exploding paint balls) and Balls (featuring thousands of bouncing balls).

I think this is the best of the three. Watch the video here.

You can watch a short behind-the-scenes after the jump.

Here is the full list of items involved in this ad and a some info.

• 2.5 tonnes of plasticine on set
• 40 animators
• 3 weeks
• 189 2ft bunnies
• 150 1ft cubes
• 10ft x 20ft purple wave
• 30ft giant rabbit.
• 6 cameras.
• 40 animators working through 4 hours generated 4 seconds of footage.
• 40 animators working on the same scene had never been attempted before.
• The 90 second spot will be constructed of approximately 100,000 stills.

Here’s the teaser to the commercial which was released before the final cut.