Global PlayStation® 5 launch

Client: Sony Interactive Entertainment

PlayStation® reimagines what a launch looks like and where it lives with cinematic shows designed to break through the screen.

25 regions. 5 continents. 1 global launch.

Typically, a launch moment for a console is a celebration centred around the players - from those queuing for days in advance to IRL moments that the entire community can experience in person. With the global pandemic to contend with, Sony Interactive Entertainment (SIE), the maker of PlayStation®, needed to reimagine how to excite their fans and bring a story to life around the audience in a totally new way rather than simply port an IRL experience online.

We surprised consumers by creating a launch everyone could experience despite being seen by few in real life. Together, SIE and Amplify built a global campaign using a ‘built-for-camera approach’ that transformed a moment in time into a global content engine.

Pushing the boundaries of reality, we used anamorphic illusions that created fully immersive content where PlayStation® 5 and the DualSense wireless controller seemingly broke through the screen.

To ensure the moments were visible to the masses every show was filmed as it went live, creating social edits within 6 hours of activation, which were posted on social channels to celebrate the arrival of the console and received over 24 million global views.