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Editors' Choice

Aoife McArdle Returns VR Gamers to the Real World in Stunning PlayStation Ad

Editors' Choice: adam&eveDDB launches otherworldly campaign 'Live the Game'

Aoife McArdle Returns VR Gamers to the Real World in Stunning PlayStation Ad

Sony has launched a beautiful spot for PlayStation VR. 'Live the Game' was created by adam&eveDDB and directed by Somesuch's Aoife McArdle.

Intended to dramatise the out of this world experience PlayStation VR offers, this new global campaign features gamers being returned from the game world to the real world. A young man is dropped back to suburbia by some tough-looking London gangsters, a woman bails out of a burning plane and lands in her native Tokyo, a Midwest motel resident witnesses a gamer returning from an adventure in outer space, and a woman filling up her car at a petrol station is surprised when a gamer is 'dropped off' by a fire-breathing dragon, only to dust himself off and enthusiastically head straight back into the game from which he came for another round.

“Since its launch, PlayStation VR has been pushing the boundaries of digital entertainment by placing gamers in the center of amazing worlds through next-level immersion,” said Isabelle Tomatis, senior director, global marketing. “‘Live the Game’ looks to continue this spirit by spotlighting our players’ challenger spirit, granting them the ability to become extraordinary, and continues to demonstrate the transportive power that PlayStation VR offers our fans around the world.”


Featured Companies: Somesuch , Mill London

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Client

Client: Sony Interactive Entertainment

Brand: PlayStation

Project/Campaign name: PlayStation VR

SVP, Head of Global Marketing: Eric Lempel

Vice President, Marketing: Mary Yee

Sr. Director, Brand Marketing: Isabelle Tomatis

Senior Brand Manager: Kemoa Frederickson

Manager, Brand Marketing: Joshua Linger

Product Manager: Mayumi Donovan

Junior Product Manager: Natalia Kraniotaki

Creative

Creative Agency: adam&eveddb

Chief Creative Officer: Richard Brim

Executive Creative Director/s: Ant Nelson, Mike Sutherland

Creative/s: Matt Fitch, Mark Lewis

Chief Production Officer: Anthony Falco

Agency producer/s: Kate Taylor

Chief Strategy Officer: Martin Beverley

Planning Director: David Mortimer

CEO: Mat Goff

Business Director/s: Matt Harris

Account Director/s: Mitch Lovich

Account Manager/s: Madeleine Burrell

Project Manager: Sam McGeorge

Global Business Director: Sybille Chrissoveloni

Design

Design Agency: King Henry

Designer: Scott Silvey

Media

Media Agency: Mediacom

Production

Production Company: Somesuch

Director: Aoife McArdle

Producer: Elly Camisa

Executive Producer: Tash Tan

D.O.P: Mauro Chiarello

Editorial

Editors: Final Cut

Editor: Dan Sherwen

Assistant Editors: Matt Gabzdyl and James Stubbs

Producer: Nikki Porter

Post production

Post Production: The Mill

Creative Director: Dan Williams

Colourist: James Bamford

Lead Compositor: Fergal Hendrick

CG Lead: Paul Donnellan

Producer: Imogen Pai

Sound

Sound Studio: Factory

Sound Engineer: Dan Beckwith

Producer: Deborah Whitfield

Category: Consumer Electronics , Gaming Consoles

Genre: Action , Drama , In-camera effects , Scenic , Visual VFX