Foam City, Miami, United States

Sony's new "Foam City" ad, Miami becomes a soapy free-for-all when 120 million gallons of bubbles are unleashed in the streets. The world's largest foam machine was custom-built for the shoot, and pumped out over 500,000 gallons of foam per minute. The commercial is for Sony's cameras, and locals got Alpha DSLRs, Cyber-shots, and Handycams to shoot the experience. The amateur footage wasn't in the ad, but you will eventually be able to see it in an online gallery. While it follows the same urban pwnage theme of the Bravia ads—think clay bunnies and Superballs—we can't help but wonder, "Where's all the color..."
After building the foam machine and getting clearance from Miami and other governmental authorities (including FDA certification), Sony set out to fill downtown Miami with foam over the course of a 7-day shoot. It was a massive shoot, which requires a mass of people to bring it all together. Here’s a brief rundown of the people involved: