Gamers are unimpressed by ads interrupting their play. But a news report? That’s likely to get their attention. And finding out that it’s humorous. That’s likely to appeal. So adam&eveDDB has given PlayStation a series of live news reports, with journalists reporting from inside of some of PlayStation’s most popular games. The reports update the latest villain captures, battles, spaceship crashes and track records broken in scenes from games such as Spiderman 2, Resident Evil, Final Fantasy XVI, God of War Ragnarok Gran Turismo and God of War.
The campaign comes just as Sony begins to recover from global supply issues and aims to remind gamers that “the best games often make us feel as if we are being transported into amazing worlds filled with adventure, riveting action, and memorable moments. With PS5 features like high-fidelity 4K visuals, haptic feedback, adaptive triggers, 3D audio and lightning-fast loading, developers are creating game worlds that feel more immersive than ever. This new spot hints at the breadth of extraordinary experiences taking place in the PS5 universe.” [Isabelle Tomatis, vice president, brand, hardware and peripherals, SIE.]
The campaign was directed by MJZ’s Henry Hobson. The blockbuster production, which includes a forest full of snow, a futuristic swamp and a classic New York City block, involved more than 50 VFX artists, 23 actors, 58 extras — and three villains. The wider campaign includes live activations on social channels across from the Americas to Europe, Asia and the Middle East.
Credits:
Client: Sony Playstation
Senior Vice President Head of Worldwide Marketing & Consumer Experience: Eric Lempel
Senior Vice President Global Marketing: Andrea Perez
Senior Partner Marketing Manager: Isabelle Tomatis
Director of Brand Marketing: Adam Grant
Director of Brand Creative: Sugai Seigo
Senior Global Brand Manager: Jayne Murphy
Global Brand Manager: Dianne Segovia
Brand Managers: Mattia Maccario & Melanie Kwan
Agency: adam&eveDDB
Joint Chief Executive Officer: Mat Goff
Chief Creative Officer: Richard Brim
Executive Creative Directors: Ant Nelson & Mike Sutherland
Creative Directors: Richard Gayton & Darren Beresford
Production Lead: Panos Louca
Agency Producers: Petrina Kilby, Arsalan Jamshid & Scarlett Rudd
Chief Strategy Officer: Martin Beverley
Planning Director: David Mortimer
Managing Partner: Sarah Coleman
Business Directors: Adam Patel & Louis Lunts
Account Director: Madeleine Burrell
Account Managers: Dyfed Thomas & Estella Mosca
Project Director: Sam McGeorge
Executive Content Director: Simon Adamson
Head of Content: Jessica Taylor
Content Creative Director: Camille Standen
Social Manager: Osob Yusuf
Social Executive: Reanne Whitaker
Digital Display Lead: Matthew Walker
Business Affairs: Dolores King & Layla Husted
Design: King Henry Studio
Head of Design: Paul Knowles
Lead Designers: Scott Silvey & Dave Robinson
Artworkers: Dave Callow & Sam Harris
Retouching: Charlie Townsend & Dan Jackson
Studio Managers: Rob Wallis & Dan Sandalls
Production: Cain&Abel
Global Business Director: Sybille Chrissoveloni
Account Director: Theo Tsangarides
Account Managers: Xochitl Cruz, Eleanor Kendrick-Jones, Gurbir Dhaliwal, Jemma Mendoza & Dominique Berti
Operations Manager: Jon Phillips
Executive Producer: Ludovica Melica
Senior Producer: Charlotte O’Reilly
Producers: Mandy Amoah, Kieran Johnson, Marie Vivent & Sam Hiorns
Senior Editor: Jason Fox
Editor: Tom James
Media Agency: Mediacom
Localisation: Cain&Abel
Film Production Company: MJZ
Director: Henry Hobson
Executive Producer: Lindsay Turnham
Producer: Ewen Brown
Production Manager: Rob Rogan
Director of Photography: Joost Van Gelder
Production Designer: Pablo Tregebov
1st AD: John Lowe
Service Production Company: ICON Films
Executive Producer: Emil Rangelov
Producer: Millen Nickolov
Production Manager: Galabena Botova
1st AD: Antony Talev
Editing: Work Editorial
Producer: Charlie Dalton
Editor: Bill Smedley
Edit Assistant: Miles Watson
Grade: Tom Poole
Post Production: Untold Studios
Executive Producer: Tom Igglesden
Post Producers: Lauren Oldfield & Ella Glazer
VFX Studio: Untold Studios
Creative Director: Alex Gabucci
VFX Supervisor: Jon Wood
VFX Leads: Matthew Kavanagh & Christian Baker
Art Director: Ryan Rafferty Phelan
Animation Lead: Geraint Wright
Audio Post Production: 750mph
Sound Design and Mix: Sam Ashwell
Creative Director Audio: Sam Ashwell
Senior Audio Producer: Olivia Ray
Music Supervision: Playstation Studios
Songwriter: Angus MacRae,p roduced & performed by Angus MacRae
Music Production: Manners McDade @ Manners McDade Music Publishing
