Global PlayStation® 5 launch

Agency: Amplify

Sony Interactive Entertainment + Amplify collaborate with 25 territories and regions across 5 continents to achieve one truly global cultural moment...

As a global brand launching one of the most anticipated gaming consoles in history, Sony Interactive Entertainment’s goal was to create a moment the world could witness as one, and ensure the launch of PlayStation® 5 could be experienced and shared without a physical audience.

Working closely with all 25 regional teams, local agencies and production partners throughout the campaign process, with more than 450 people involved around the world, SIE and Amplify delivered a unified global campaign. Providing local teams with key assets including design files, toolkits, and shoot packs and engaging in over 400 hours of pre-production meetings ensured we achieved consistency and quality of production.

Going live, SIE and Amplify came together to create a collaborative edit hub, where we worked through over 30 hours of continuous edits and approvals of content together to ensure all 25 territories had media assets, social video edits, and a global hero film to amplify the launch locally on the morning of PlayStation 5 going on sale.

The result of the collaboration was the first globally co-ordinated social campaign in PlayStation® history receiving over 24 million global views.