Global PlayStation® 5 launch


Global PlayStation® 5 launch, Amplify / Sony Interactive Entertainment
PlayStation® pushes the boundaries of what is possible to launch one of the most anticipated consoles in history...

25 regions. 5 continents. 1 global launch.

To celebrate the launch of PlayStation® 5, Sony Interactive Entertainment (SIE), the maker of PlayStation®, reimagined what a launch looks like and where it lives with cinematic shows designed to break through the screen. Bringing the ‘Play Has No Limits’ global launch campaign to life, SIE and Amplify created a coloured thread that lit the world blue..

We developed a unique and innovative campaign creative, pushing the boundaries of reality by using anamorphic illusions that created fully immersive content where PlayStation® 5 and the DualSense wireless controller seemingly broke through the screen. This was shown in 5 separate regions that ran at up to 8k on 80m+ screens including the first experience of its kind on Piccadilly Lights.

Iconic buildings and popular sites around the world became the canvas for further experiences, incorporating immersive projection mapped content and spectacular lighting shows to celebrate the moment of launch. These sites included a diverse range of locations and formats, including Dubai’s Burj Khalifa, Venice’s St Mark’s Square, Singapore’s Gardens by the Bay and a mountain range in Switzerland’s St Moritz.

Delivering the first globally co-ordinated social campaign in PlayStation® history the experiences were filmed as they went live. Films were edited and posted on social channels within 8 hours of activation celebrating the arrival of the console and receiving over 24 million global views.