The campaign sees downtown Miami flooded with 460 million litres of foam by a machine that generates over 2 million litres of foam every minute.
The ad broke today in Europe, but will not appear on UK TV screens until 1 May.
In the ad over 200 residents from Miami are invited to enter “Foam City” armed with the cameras from the range to capture reactions.
The spot is directed by Simon Ratigan at HLA and uses 3 cameras running 80,000 feet of film.
It features music composed by Warren Ellis, from Nick Cave and the Bad Seeds.
All the images taken on the shoot will be uploaded to an online database and is accompanied by a digital campaign that focuses on the technologies of the new camera range.
The ad ends with the line: images.like.no.other
Project name: Foam City
Creative agency: Fallon London
Client & their job title: James Kennedy, General Manager, Sony Marketing Communications Europe
Brief: Unite Sony’s digital camera brands under one umbrella campaign
Creatives: Samuel Akesson & Tomas Mankovsky
Agency Producer: Emma Gooding
Planner: Heidi Hackemer
Production Company: HLA
Director: Simon Ratigan
Editor: Bruce Townend at The Quarry
Audio post-production: Wave
Media Agency: OMD
Media Strategist: Rupert Holroyd