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.
Typically, a global 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 the midst of the global pandemic, it was clear Sony Interactive Entertainment (SIE), the maker of PlayStation®, needed to think differently.
SIE and Amplify reimagined what a launch looked like and where it lives. We surprised consumers by creating an experience everyone could experience despite being seen by few in real life. Rather than port an IRL experience online, we reimagined how to immerse the audience and bring a story to life in a totally new way. We built a global experience using a ‘built-for-camera approach’ that transformed a moment in time into a global content engine.
Bringing the ‘Play Has No Limits’ global launch campaign to life, we turned the world blue, one region at a time. We transformed iconic locations in 25 regions around the world into mesmerising immersive experiences, with bespoke anamorphic mapped shows and projection mapped content.

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.