Get Back to Training in Playstation's Awesome Animated Spot from TBWA/Paris
PlayStation has affirmed its commitment to the world of sport by signing a 3-year partnership with the prestigious French sports institute INSEP. In this second year of partnership, the brand is now launching a second campaign that is once again celebrating the daily work put in by INSEP athletes.
The #GameIsNeverOver campaign’s new work is, like the original, about gamers' and athletes' competitive state of mind. An athlete’s return to training is the particular moment PlayStation focuses on this time around. Returning to training is a crucial moment for athletes. It is a physically and mentally intense moment where athletes are confronted with new challenges, may it occur after a long break, an injury or a competition.
PlayStation and their agency TBWA\Paris, in collaboration with the Supamonk studios and the director 'Walt' chose to produce an animated film to illustrate this idea. The film is inspired by the style of Manga. Manga is obviously a reference to PlayStation’s Japanese origins, but also to the strong bond that exists between video games and Japanese comics.
The campaign will be displayed on social media and is directly addressed to all sports and video game fans. The film does not celebrate victory, but the self-denial that one needs to demonstrate to achieve victory, whether in sports, or in video games.
Visit PlayStation’s social networks to discover the work.
Brand Creative Lead: Nathalie Dacquin, Sébastien Chéramy
Creative Agency: TBWA\Paris
Copywriter: Josselin Pacreau
Art Director: Sébastien Guinet
Producer: ULF - Amar Bouacheria
Executive Creative Director: Benjamin Marchal et Faustin Claverie
CEO: Maxime Boiron
Director: Walter Mazoyer
Account Manager: Anne Vincent, Berengère Mangin, Arnaud Edelhoff, Cyrian Thomas
TV Producer: Mathilde Nanot-Lachkar
Post Production / VFX
Post Production Company: Mélanie Bernard, Bastien Malmanche, Gaetan Bailleul
Animation: SUPAMONKS STUDIO
Music Agency: TBWA\Else
Sound Design: Max Labarthe
Genre: Animation , Digital