The renowned group of Saatchi and Saatchi has designed the latest ‘Liquid Inspired Design’ TV commercial for Sony Cyber-shot. It is an amazing visual treat with soft background music score. This one scores really high on artistic concept and true-to-life special effects.

The ad shows designer jewelry melting down to become molten mercury and liquid mercury taking a shape of latest design cyber-shot camera.  Shot at The lab at Sydney, this one surely must have one of the demanding animations by any client. This is as surreal as artist Salvodar Dali’s concepts. The transformation of designer jewelry to molten mercury to final solid form of a camera is like visualizing magical reality.

Best part is that the ad really cashes on the present trend of using and flaunting digital cameras by the present computer savvy generation. A camera which freezes memories has certainly become a necessity in modern world. The sleek, elegant, handy digital cameras are worn around necks just like jewelry after all. Of course in the digital world the product and service is the ultimate winner but one can’t deny the appeal of beauty and style of designs either.

Via Duncans/The Lab