PS3 LAUNCH

CREATIVE DIRECTOR

How do you launch a powerful new gaming console when there’s almost no content yet available for it? You sell its potential.

Enter the Whiteroom.

PLAYBEYOND.COM

PlayStation 3 had the technological prowess, but proving that was essential. The provocative TV spots, introduced terminology like “cell chip”, “sixaxis” and “Blu-ray” and then directed viewers to playbeyond.com. Here, the whiteroom concept provided the stage for educational films that deepened the consumer’s understanding, providing proof of the PS3’s technological credentials. Shout out to Nick Davidge and Glenn Sanders and their teams who executed these films flawlessly, helping to to round out and strengthen the white room campaign.

OOH

PS3 UNIVERSE OF ENTERTAINMENT CAMPAIGN

Potential will only take you so far. At some point, you have to put up or shut up. With the holiday season approaching, PlayStation 3 now needed to let the world know that it had the software titles and online content to go along with the technological promise.

So, we unleashed the “Universe of Entertainment” campaign.