PS4 Launch
We launched the PS4 in over 30 countries with the new plattform 'This is For The Players'.
Everything we did was focused around the players – from hiding tonns of eastereggs from PlayStation's past in the launch TV spot, to teasers based on original PS1 games and an online monument.
DIRECTED BY SCOTT LYON
Console Wars
When we launched the PS4 in Europe it wasn’t just another tech launch – it was the latest round in an increasingly competitive console war. Xbox was releasing their Xbox One at the exact same time, so getting the positioning right was crucial.
This is for the Players is true to the roots of PlayStation. It has been, and always will be, a games console. Sure, you can watch Netflix but gaming is its number one priority. Gamers love PlayStation, because PlayStation loves games.
Player Monument
We also created a digital monument, where people could declare themselves as Players and pledge their allegiance to PS4. The monument could be filtered by trending, location or player type.
Work
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