The VideoStore of PlayStation Store: Great Films, Fill Rooms, 1
We were asked to devise an innovative concept to promote Sony PlayStation's 'Movies on Demand' service, to gain credibility for the service and highlight the superior experience. Taking movies as our starting point we pushed the brand outside of traditional channels. We tried to imagine what the ultimate movie experience would be like, creating three high-impact promos using 'immersive imaging' which were inspired by well-known movies. This technique uses 3D projection mapping as its starting point and combines it with traditional special effects, giving the viewer a supercharged experience, as the living room set is brought to life. Once again we were able to collaborate with some amazing creative talents in the FND Collective andMLF, who helped us to bring the campaign to life. Each film was carefully choreographed and timed to the animation sequence so that we could capture everything in one take, with no cuts, no post production and all in real time. The project combined real-life props, pyrotechnics and ninja puppeteers so we were able to blur the boundaries between the virtual and real. The three virals were uploaded to YouTube and have gained over 4.5 million views.
Advertising Agency: Studio Output, London, UK
Creative Director: Ian Hambleton
Produced by: The Found Collective
Copywriter: Emma Graham
Photographer: Sandra Campione
Published: December 2011