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Creative

Video Game Characters Come Out to Play in Chaotic PlayStation 4 Spot

Gary Freedman directs latest spot from adam&eveDDB

Video Game Characters Come Out to Play in Chaotic PlayStation 4 Spot

adam&eveDDB has launched the latest spot for PlayStation 4, directed by Gary Freedman.

Intended to welcome all gamers into the world of PlayStation 4, this new global campaign features some of the most loved game characters side-by-side with players in the real world.

A casual coffee is interrupted by Monster Hunter World’s Palico passing by, then players run quickly into battle towards an encroaching Rathalos. The start of a car journey is interrupted by Crash Bandicoot and friends whizzing by, inviting players to join in the race. A daily commute is detoured as players are thrilled to be welcomed onto Fortnite’s Battle Bus. A stroll from the office breaks turns into a game of FIFA 20 with star players and a horde of supporting fans. The calm of a library erupts as Cloud Strife leads players into charge against a Sweeper. And a morning routine is interrupted as Kratos grants a player the Leviathan Axe summoning him to join the fun.

More and more join the fold as our global community of exhilarated fans play shoulder to shoulder with the likes of Aloy, Nathan Drake, Deacon St. John, and more, igniting their spirit and sparking their thrill to play.


“PlayStation is a global brand that resonates with audiences far and wide,” says Mary Yee, VP, global marketing, Sony Interactive Entertainment. “We are passionate about the joy fans feel from immersing themselves in these incredible stories that are brought to life through our games.  Our ‘It’s Time to Play’ campaign, is an invitation to all gamers, from some of our most beloved gaming IP, to join the world of PlayStation and experience the extraordinary power of play.”

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Client

Client: Sony Interactive Entertainment

Brand: PlayStation

Project/Campaign name: “It’s Time to Play”

SVP, Head of Global Marketing: Eric Lempel

Vice President, Marketing Mary Yee
Director, Brand Marketing Adam Grant
Sr. Manager, Brand Marketing Jayne Murphy
Creative Agency

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: Panos Louca, Katie Heaselgrave, Lucy Trower

Chief Strategy Officer: Martin Beverley

Planning Director: David Mortimer

CEO: Mat Goff

Managing Partner/s: Sarah Coleman

Account Director/s: Adam Patel, Tara Beckefeld

Account Manager/s: Casey Nguyen

Global Business Director: Sybille Chrissoveloni

Global Account Director: Hannah Montaln

Head of Design: Paul Knowles

Senior Designer: Scott Silvey

Artworker: Chris Holiday

Retouching: Charlie Townsend

Media

Media Agency: Mediacom

Production

Production Company: Independent

Executive Producer: Jani Guest

Producer: Amy Appleton

Director: Gary Freedman

UK Production Manager: Lucy Banks

D.O.P: Franz Lustig

Edit

Editing Company: The Playroom

Editor: Adam Spivey

Edit Assistant: Andre Rodrigues

Post

Post Production: Moving Picture Company (MPC)

Post Producer: Philip Whalley

2D Lead Artist: Rod Norman

3D Lead Artist: Jessie Amadio

Colourist: Matthieu Toullet and Jean-Clement Soret

Audio

Audio Post Production: Factory

Sound Designer Dan Beckwith
Assistant Engineer James Utting

Soundtrack name and composer: I Predict A Riot – Kaiser Chiefs

Service Production

Service Company: Radioaktive

Executive Producer: Alexandra Bevko

Producer: Ira Nepomenko

Project Manager: Nick Semko

Project Coordinator: Daniel Linnik-Zhuravlev

1 st  AD Ukraine: Nadia Ludchik

CGI & Retouching: Happy Finish

CGI: Simon Allan, Chris Gornall

Matte Paint & Concept Artist Akrash Kummattummal

Retouching: Vahakn Vorperian, Alexis Goodwin

Producer: Frances Hood

Account Manager: Luke Heywood

Category: Gaming , Sports and Leisure

Genre: Action , Visual VFX