SONY PLAYSTATION
EUROPE / APAC
BRAND CAMPAIGN
THE GAME IS JUST THE START
JAE MORRISON
EUROPEAN/ASIA-PACIFIC CREATIVE DIRECTOR | ANIMATION DIRECTORTHE BRIEF
PlayStation had established itself as an edgy, go-to brand for hardcore gamers. But to grow, it needed to broaden its appeal to families, and convince previous generation console owners to upgrade, even though no major new game releases were available at the time.
Creating individual campaigns in every market was too costly and time-consuming, and was resulting in an inconsistent brand.
Authentic in-game footage had consistently outperformed traditional campaign assets in convincing potential buyers. For that reason (and for cost saving), the campaign needed to incorporate existing gameplay footage supplied by the wide range of game developers.
A cohesive visual language was needed, that was flexible enough in its look and file-structure that it could adapt across all static and dynamic formats, languages and markets without the need for extensive redesigning.
There was a mandate to bring all possible production elements in-house, so my experience as a Creative/Director/Designer was a key part of delivering this solution.
Creating individual campaigns in every market was too costly and time-consuming, and was resulting in an inconsistent brand.
Authentic in-game footage had consistently outperformed traditional campaign assets in convincing potential buyers. For that reason (and for cost saving), the campaign needed to incorporate existing gameplay footage supplied by the wide range of game developers.
A cohesive visual language was needed, that was flexible enough in its look and file-structure that it could adapt across all static and dynamic formats, languages and markets without the need for extensive redesigning.
There was a mandate to bring all possible production elements in-house, so my experience as a Creative/Director/Designer was a key part of delivering this solution.
THE GAME IS JUST THE START
A tactile, approachable, and open-ended campaign unified all games, hardware, software, and services across Sony Computer Entertainment Europe, APAC territories, and central digital platforms.
The visual system reinforced the breadth of the next-gen console’s offering, moving beyond the limitations of its predecessor.
Designed to appeal across age groups, it adapted fluidly to different markets, formats, and languages.
Key to this flexibility was the creation of dynamic 3D-style ‘smart’ typography that preserved its detail and craft even when localised, reformatted or updated.
GMI Ad Testing Research found the work was seen as surprising, exciting, creative, entertaining, playful, different, inclusive, cutting-edge, and sociable.
UK 2CV Comms Evaluation showed 87% of respondents took something out of the communications — a 31% and 39% increase over the previous two campaigns.
These results retained the global account, and the campaign was extended in reach, and duration for the following year.
The visual system reinforced the breadth of the next-gen console’s offering, moving beyond the limitations of its predecessor.
Designed to appeal across age groups, it adapted fluidly to different markets, formats, and languages.
Key to this flexibility was the creation of dynamic 3D-style ‘smart’ typography that preserved its detail and craft even when localised, reformatted or updated.
MISSION ACCOMPLISHED
GMI Ad Testing Research found the work was seen as surprising, exciting, creative, entertaining, playful, different, inclusive, cutting-edge, and sociable.
UK 2CV Comms Evaluation showed 87% of respondents took something out of the communications — a 31% and 39% increase over the previous two campaigns.
These results retained the global account, and the campaign was extended in reach, and duration for the following year.