Too many special effects are made with computer imagery these days, so its easy to assume that much of Sonys new ad for its Alpha 7 and Alpha 7R cameras is little more than a gorgeous cutscene. But the truth is far more impressive: to make the spot, Sony sent a team of highly skilled skydivers about 15,000 feet in the air and filmed them in slow-motion as they plummeted toward the ground. This is not your average TV commercial shoot, Jeff Gaunt, the commercials director, says in a behind-the-scenes video. Though the shoot was clearly a bit more involved than the average ad, the goal was to emphasize the lightness of Sonys new cameras.
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