Aerial shot

Sony's gravity-defying photo op.

Sony China went to new heights to show off the capabilities of its new a7R camera. A group of skydiver’s dropped from the sky multiple times, changing the lens and snapping photos all while free falling to the ground, with the action being captured in slow-motion video. We just hope none of them dropped the camera.


Brand: Sony (China) Limited
Agency: M&C Saatchi
Executive creative director: Tamio Koshino
Creative and planning director: Nobu Yamamoto
Agency producer: Susumu Nagano
Art director: Tadao Inaba
Designer: Chen-Ying Wang
Copywriters: Tamio Koshino & Nobu Yamamoto
Account: Kazumi Yago & Edward Lapsa
Production company: Cutting Edge
Director: Jeff Gaunt
Producer: Bec Dakin
Post production: Cutting Edge