“Great Films fill rooms” is Sony’s slogan for its growing video store and that alone is really clever. As a way to implement this slogan and actually visualize it, Sony commissioned UK-Based design firm Flat-e Collective to do something that really immerses the viewer, and they did!

All the videos were shot in real-time and contain no post-production, everything you see happened on the spot. The room is completely white, the videos are projected onto the room and transforms it into a different world that is immense and very entertaining.

I’m a big fan of 3D projection technology and I’ve seen many, this one is probably one of my favorites due to the creativity and complicated angles. To make the experience more immersive, there were actors that moved around props to pop things out of the screen where they normally can’t. I might not be a PS3 fan, but this ad is just beautiful.