IFA is the world’s largest consumer electronics event. It’s a trade show where companies from all over the world show off their most exciting new electronic technologies. The highly succesful agency Fallon approached DFuse alongside Hexstatic to create eight, 2 minute, films to showcase the most exciting products Sony is launching this year. Projected in HD on two massive screens in a large Sony event space DFuse undertook four animated videos showcasing a new E-Book reader, Edgelight technology and the Bravia television. Paul got involved as an animator for the project designing and animating a two minute animtion for the Sony Ebook reader under the direction of Mike Faulkner.