Lighten up

Sony sheds some light on a dark world.

When the world is dark and it’s hard to see, but you want to take a picture, Sony is there to help brighten things up…or at least its Cyber-shot digital camera is. This spot, developed by Los Angeles-based 180LA, shows how the camera, using its intelligent scene recognition capabilities, will help you take control of the dark by brightening your night.


advertiser: Sony
agency: 180LA
ECD: William Gelner
CD: Gavin Lester
copywriter: Zac Ryder
AD: Adam Groves
head of production/managing partner: Peter Cline
producer: Mary Ellen Dugan
group account director: Kelli Stam
account director: Go Wakimoto
planner: Brit Browning
prodco: Biscuit Filmworks
director: Christopher Riggert
managing director: Shawn Lacy
executive producer: Holly Vega
line producer: Scott Kaplan
DoP: Tim Hudson
international prodco: Big Blue Production Co.
producer: Suthida Sukumalanand
shoot location: Bangkok, Thailand
editorial company: Arcade Edit
editor: Stewart Reeves
executive producer: Deanne Mehling
producer: Ali Reed
assistant editor: Andrew Leggett
completion/special effects
colorist: Mark Gethin
transfer facility: MPC LA
online/VFX: Jake Montgomery
VFX supervisor: Jake Montgomery
henry/flame artist: Jake Montgomery
executive producer: Andrew Bell
head of production: Jenny Bright
producer: Jenny Bright
recording studio: Juice
mixer: Bob Gremore
asst mixer: Chris Zavala
executive producer: Natalie Pranevsky
music: Human