This marketing campaign was developed for PlayStation, Sony Entertainment's video game console segment. PlaySation has a well-established brand that conveys futuristic and hedonic vibes.
This is a passion project that aimed to promote the PlayStation 5 release through many media such as print posters, bus banners and web advertisements.
As PlayStation has a solid and widely known brand, it was important to capture the right tone with research into its history and past campaigns. Visual elements such as clean backgrounds, occasional bursts of colours, and juxtaposition of reality and video game were features repeatedly noted in the PlayStation identity. They are consistent with fonts, colours and patterns that were also respected in this campaign.
After research, three concepts were presented:
This concept explores the exclusive games offered by PlayStation, conveying the idea that the most iconic characters are just waiting for you to start the adventure.
The controller's technology is one of PlayStation's unique selling points, offering a superior gaming experience. This concept seeks to translate this technology into controllers with real textures or looking alive
This concept inverts the video game universe, putting players inside the game. Ordinary people with ordinary accessories would be displayed as avatars in a virtual environment.
The concept 1, They Are Waiting for You, was the chosen one. Moving forward with this campaign, the next step was the development of the three characters that would be waiting for players: Kratos (The God of War), Spider-Man (Marvel's Spider-Man) and Jin Sakai (Ghost of Tsushima).
With the illustrations finished, they were placed in the campaign pieces with the slogan and minimalist backgrounds to integrate them into the brand identity.
The campaign aims to convey the message that the most beloved warriors or superheroes are in “sleep mode”, waiting for players to buy the new console. It appeals to the urgency PlayStation customers have for exciting new experiences.