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Ruben Fleischer Shoots Peasant Player Problems in New PS4 Spot

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Zombieland director shoots campaign film through 180 Amsterdam

Ruben Fleischer Shoots Peasant Player Problems in New PS4 Spot

This week sees the eagerly awaited, international unveiling of ‘Welcome to the Future of Play’, an integrated campaign introducing the next generation PlayStation 4 console to the 2014 Christmas gift market and aiming to unite the biggest community of next generation Players around the world. 

Building on the unparalleled success of last year’s ‘For the Players’ PS4 launch campaign - which recently picked up the Grand Prix and Gold at the prestigious European Effie Awards – the campaign by 180 Amsterdam extends the message to a wider audience, whilst appealing to all current and future Players.

Declaring socially connected gaming as the future of Play, the TVC, print and OOH elements each focus on the latest PS4 key features, that allow Players to join forces with the biggest next generation community around the world, for thrilling online and multiplayer experiences.


180 Amsterdam was tasked with building on PS4’s position as a game changer in the world of next generation consoles, driving desirability and advocacy for the console in a way that not only distanced it from competitors but would redefine the category itself.

The new campaign takes an irreverent and fun tone of voice to bring to life the new social opportunities offered by the new generation console and launches simultaneously in Europe, Australia, New Zealand, India, South Africa and Middle East.

Set in an epic Viking battle scene, the TVC was directed by Hollywood director Ruben Fleischer, who was also responsible for high profile feature films such as Gangster Squad, starring Sean Penn, Ryan Gosling and Josh Brolin, and Zombieland featuring Woody Harrelson and Emma Stone.  In true Hollywood style the TVC was shot with a cast of 200 extras, stunt men, choreographers, war re-enactors and drone cameras, on location in Lithuania, through production company Caviar.

Usama Al-Qassab – Vice President Marketing at PlayStation, SCEE, commented: “With the 'For the Players' campaign we challenged 180 Amsterdam to create an electrifying campaign which would empower, unite and galvanize Players all over the world. Our aim is to build on the 'For the Players' promise, consolidating PlayStation 4's position as undisputed leaders in the next generation console market, as well as proving that PlayStation truly is the best place to play." 

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Client

Advertiser: Sony

Post Production / VFX

Post Production Company: MPC

Offline

Editor: Jono Griffith

Music

Audio Post Production: Wave

Production Company

Director: Ruben Fleischer

Executive Producer: Louise Gagen

Producer: Neil Cray

Production Company: Caviar

Creative Agency

Creative Agency: 180 Amsterdam

Art Director: Stephane Lecoq

Chief Creative Officer: Al Moseley

Copywriter: Martin Beswick

Director of Brand Planning: Emma Holland

Head of TV / Production: Susan Cook

Photographer: Vincent Dixon

Strategist: Jonas Vail

Team Director: Meredith Bergonzi

TV Producer: Bethany Papenbrock

Genres: Comedy, Visual VFX

Categories: Gaming, Sports and Leisure

180 Amsterdam, Wed, 12 Nov 2014 09:45:35 GMT