I see several effects going on. The Main one looks like a slow motion version of paint being squirted out of a high volume squirt gun onto a sheet of chomakeyed paper. The camera angle has the paper flat upon the ground and the camera is at least 10 feet away. Several successive squirts are used as someone else thows a few bucketfulls of paint until the feild of view is completely filled. This becomes a mask.

I am not sure what is done after the mask other than that I see a green swirl loop from sony. I see the paint squirt gun buckets approach used three times. First over the whole thing then a smaller version over the logo and lastly over the green dots. These mask are used to progressively show the whole green swirl and the two localized areas. I am sure many other efects are used as well such as blurs.

Nice effect. I imagine it took a while to get it right.