Shawn Layden, president and CEO of Sony Computer Entertainment America, addresses the audience during the Sony Playstation at E3 2015 news conference at the Los Angeles Sports Arena on Monday, June 15, 2015, in Los Angeles. (Photo by Chris Pizzello/Invision/AP)

A man dressed as Mr. Destructoid checks his mobile phone while gamers play a game at the 2014 Electronic Entertainment Expo, known as E3, in Los Angeles, June 10, 2014. REUTERS/Jonathan Alcorn

“Sony Bravia has been a bench mark in quality advertising for years now and I’m very happy to have been chosen by McCann Worldwide to shoot this campaign for them.
We flew to a volcano in Costa Rica where it took the inhabitants of an entire village a full week to pluck all the flower petals…. enough to fill two huge lorries!
With the help of a special effects team, the petals were blown and exploded through our landscapes creating hugely detailed vista which echoes the extreme detail of Sony’s new 4k tv.”