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Sony Uncorks Giant Bubblebath in Downtown Miami

Sony turned downtown Miami into an enormous bubblebath when it pumped 460 million liters of foam into the city streets and invited residents to frolic in it, with 200 of them filming the experience using Sony Cyber-shot digital stills cameras and Handycam camcorders.

The so-called Foam City was conceptualized by Fallon London and was realized thanks to the world’s largest foam machine, which was built especially for the event, writes the Guardian. Director Simon Ratigan shot 16 hours of film to create a 90-second spot which will begin airing on British TV screens on May 1. A 60-second spot will launch in Europe today.

“We wanted this to be a magical event where people would be able to have a truly unique photographic experience, where they could actually take images like no other,” said Mikah Martin-Cruz, the general manager, marketing communications, Sony UK. “With Foam City, we have created somewhere you just can’t put your camera down, even for a moment, as something totally unexpected and wonderful happens every second.”