While maintaining his day job doing promos for MTV Europe, director Matteo Bonifazio has been working on the commercial scene as well as creating a minute long piece for Sony to showcase its High Definition camera technology.

Sony recently undertook a competition in Milan whereby the company handed out 24P HDcams to teams of production and creative talent who were charged with putting the gear through its paces while creating a piece of video art. Bonifazio, teamed with creatives from DDB and production house New Partners won the competition with It's Not Up to You. The idea, says Bonifazio was to create a minute piece that could work around a loop, rather than a traditional commercial narrative. The piece depicts two bodies laid out on metal gurneys in a morgue or hospital environment. Shots of the rubber-sheathed bodies are interspersed with micro shots of skin, fingers, fluids, personal effects and a gun being fired, all set to the unusual drum n bass stylings of Venetian Snares, aka Winnipeg's Aaron Funk. "It's the recipe of a story without mixing the ingredients," says Bonifazio of the prize wining video. "The story is told through the music."

In addition to doing Euro-wide promos for MTV, Bonifazio's other commercial work includes spots for Blu Telephone out of Leo Burnett and Virgin Drinks out of DDB Verba.