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Sony Interactive Entertainment Takes You Over the Edge of Fantasy for Magical Playstation Spot

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adam&eveDDB developed the global brand debut 'The Edge' for the play has no limits campaign
Sony Interactive Entertainment Takes You Over the Edge of Fantasy for Magical Playstation Spot

Sony Interactive Entertainment has debuted its latest spot devoted to the PlayStation brand. Sony are entering a new exciting time for PlayStation and its raising the bar for its fans. This new spot is a metaphor for the journey that it will embark upon to a new era in entertainment.  

The film opens on a small boat on the open sea. We see our gamer spot a mysterious magical light in the clouds on the horizon. He sets off in pursuit of the mesmerising light. 

As he ventures further into the cloud, day turns to night and his boat is hit by an unexpected pulse of blue energy, causing the mast to inexplicably sprout leaves. Our gamer stares up in amazement.

The boat emerges from the cloud. As our gamer surveys his surroundings, he realises he is not the only one who has been called here as an armada of pirate galleons, Viking longboats, spaceships, and steampunk airships arrive at this unknown destination. An explorer plane arcs across the sky, and we see that rather than the open ocean ahead of them, they are faced with a magical blue, gravity-defying membrane - the edge of the world.

Another pulse of energy is released from the membrane, as our gamer approaches the edge. He pauses in trepidation as the community of travellers look to him for a signal of what’s to come next. They look on in anticipation, and charge bravely together into the unknown with full force and excitement. His boat races towards the edge with the other vessels in close convoy. However, rather than going over the edge, the community of travellers pass through the membrane, transported into a new world beyond.

PlayStation launched the latest spot with its creative agency, adam&eveDDB.

“With our new brand spot, we highlight what the PlayStation brand means to us and to our fans,” says Mary Yee, VP of global marketing. “We take the viewer on a journey of the solitary player as he is joined by other gamers within his community as they reach the edge of the known world and then charge bravely together into the unknown. ‘The Edge’ speaks to the rally cry for PlayStation.  It embodies who we are and what we stand for.  We excite and thrill our fans.   We will take our fans on this next voyage, past the edge of what they thought gaming was capable of.  And we will continue to push the boundaries of play this next generation and beyond.”

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Client

Client: Sony Interactive Entertainment

Senior Vice President, Head of Global Marketing: Eric Lempel 

Vice President, Global Marketing: Mary Yee

Senior Director, Global Marketing: Erika Peterson

Manager of Brand Marketing and Innovation: Cody Morales

adam&eveDDB

Joint Chief Executive Officer: Mat Goff

Chief Creative Officer: Richard Brim 

Executive Creative Directors: Mike Sutherland & Ant Nelson

Creatives: Paul Knott, Tim Vance, Simon Pearse , Emmanuel Saint M Leux 

Chief Production Officer: Anthony Falco

Project Manager: Sam McGeorge

Agency Producers: Nikki Cramphorn, Sasha Mantel, Nicola Applegate

Agency Assistant Producer: Clio McLeary  

Chief Strategy Officer: Martin Beverley

Planner: David Mortimer 

Managing Partner: Sarah Coleman  

Account Director: Adam Patel 

Account Executive: Jemima St Aubyn 

Business Affairs: Dolores King 

Social Director: Sophie Chaytor-Grubb

Senior Content Creative: Matthew Osborne

Digital Display Lead: Marceline Le Gaufey

Interactive Creative: Hash Milhan

Integrated Producer: Vanessa Speedy 

Assistant Integrated Producer: Richard Bailey 

Senior Interactive Designer: Sam Butler

Designer: Rhys Martin

Front end developer: Ben Aldrich, Jack Christian  

Quality Assurance: Mark Sadler 

Motion Designer: Hashir Khan

Legal: Trine Odin, Shelley Herbert

Cain&Abel

Producer/s: Laura Frischke, Nicola Shanks, Aleksandra Bulkowska, Gerda Aleksandraviciute

Editor/s: David Smith, Ben Infantino

King Henry 

Head of Design: Paul Knowles

Retoucher: Mark Henry  

Gutenberg Global 

Global Business Director: Sybille Chrissoveloni

Account Directors: Theo Tsangarides, Nicoletta Corradi

Account Managers: Thibault Girard, Dominique Berti

Operations Manager: Jon Philips

Head of Production: Mark Dolby

Media 

Media Agency: Mediacom

Production 

Production Company: Academy

Executive Producer: Medb Riordan

Producer: Dulcie Kellett

Editing 

Editing Company: Work

Editor: Peter Brandt (60”) and Jamie Hodgson (Cutdowns)

Post Production: Untold 

Post Producer: Tom Igglesden & Ellie Joseph

Post Creative Director: Diarmid Harrison-Murray

VFX Supervisors: Tom Raynor & Alex Gabucci

Colourist: Jean-Clement Soret @ MPC

Audio

Music Supervisor: Alex Hackford (Sony Music US), Duncan Smith & James Marshall (Sony Music UK)

Audio Post Production: Wave

Soundtrack Name and Composer: Baba O’Riley by The Who

Sound Designer: Ed Downham

Extended List for VFX

VFX Leads: Martino Madeddu, Rebecca Clay, Alex Kulikov, Alex Grey, Simon Legrand, Chloe Dawe, Michael Diprose, Jonathan Wood

Animation Supervisor:  Tim Van Hussen
Asset Supervisor

VFX Artists: Clement Granjon, Jack Harris, Elena Chiarani, Florian Petiteau, Matt Kavanagh, Philippe Moine, George Rigby, Mathieu Antoine, Tom Humphry, Lino Khay, Cameron Johnson, Platon Filimonov, Gareth Bell, Baptiste Jaquemet, Martin Aufinger, Emre Sumer, Andreu Lucio, Marcel Ruegenberg, Florian Rigollet, Tony Alamo, Annie Rowland, Leonie Clement, Mannon Cauzid, Shariq Altaf, Cindy Libbrecht, Chloe Barbet, Mohammed Mouzi, Daniel Longe

Genres: Visual VFX, Action

Categories: Gaming, Sports and Leisure

adam&eveDDB, Mon, 14 Sep 2020 16:40:10 GMT