How real-world play shaped Sony’s CES
As Sony president Kaz Hirai spelt out the company’s vision for the future during January’s CES in Las Vegas, few in attendance realised that the animation playing out on a giant screen behind him was being created in realtime. But behind the scenes, that was the challenge the company’s marketing team had set itself – and all it needed in order to make it happen was a motorised 4K camera rig, a very long table, scrolls of paper, piles of props (pictured on these pages), and some fast-moving brains and hands to make it all play together nicely.
“As we worked through the scrolls, and matched it all up with Kaz’s speech, we jammed together on ideas that would bring the artwork to life and really make it a live performance,” explains Rex Crowle of Media Molecule, who worked with events company Stungun Productions to make it all happen. Watching it play out, it looked like a job executed with precision from start to finish, but Crowle admits that the team ran into a few minor hitches. “Being at the artistic end of the scale, it wasn’t until just before the final event that we noticed the word ‘experience’ was misspelled!” he laughs. “So a quick bit of real-world cut-and-paste with scissors and paper had to happen to add that into the artwork. But we didn’t try to hide the edit – we made it deliberately bold and stuck-on, [because] it was more in keeping with the overall approach.”
The result? A unique CES keynote that felt as much handcrafted as it was focused on hard tech. Dare we ask for something as innovative for Sony’s E3 press event in June?