The movement looks decidedly unlikely some fairly light objects being attracted by a large magnet. Also, there's something about the production style and the oh-so-cool people pictured that convinces me that it's not real.
Someone had a theory that they were installing micro controllers and corresponding electro-magnets in each ball, but then I looked up what this studio really does and decided that, while that might work and be a nifty idea, it was probably cheaper and easier to just animate.