Sony Launches New Campaign for the PlayStation 4

Rupert Sanders reunites with Patroulis on BBH's debut campaign for console

Published on Jun 12, 2013

Editor's Pick

BBH New York rolls out the new ad campaign for the Sony PlayStation 4 with this large-scale, 90-second film that, frankly, feels a little hollow inside.

Directed by MJZ's Rupert Sanders ("Snow White and the Huntsman,") the spot, titled "Greatness Awaits," is the first work out of Sony PlayStation's new agency of record -- BBH won the account in February from Deutsch Los Angeles. Under Deutsch, the brand had come out with some pretty fantastic work, like the amazing "Michael" and "All-Stars" spots. 

"Greatness," features actor Taylor Handley ("Vegas"), who saunters through a fast-paced, action-filled environment--one that feels all-too familiar in the advertising landscape. The film launched during Tuesday night's NBA finals, and is accompanied by a YouTube channel that lets gamers "enter" the film to interact with elements from PlayStation games. 

It's also worth noting that the film is an Xbox talent reunion of sorts. Director Sanders had previously worked with BBH chief creatiev John Patroulis on the celebrated "Believe" campaign out of McCann/Tag and AKQA. Mr. Sanders has also worked on earlier "Call of Duty" creative, done via TBWA/Chiat/Day, which has a similar feel as "Greatness." And of course, there's some smatterings of more recent COD work, like this Robert Downey Jr. spot,

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Jun 12, 2013
BBH New York
Chief Creative Officer:
John Patroulis
Sony Playstation
Executive Creative Director:
Ari Weiss
Creative Director:
Nate Able
Rick Herrera
Head of Integrated Production:
Justin Booth-Clibborn
Senior Producer:
Jennifer Moore Bell
Production Assistant:
AJ Gutierrez
Production Company:
Rupert Sanders
Director of Photography:
Greig Fraser
David Zander
Executive Producer:
Kate Leahy
Laurie Boccaccio
Production Supervisor:
Adriana Cebada Mora
Production Designer:
Dominic Watkins
Costume Designer:
Mayes Rubeo
Local Production company:
Kinema Films
Local Producer:
Jose Ludlow
Work Post NY
Executive Producer:
Erica Thompson
Assistant Editor:
Healy Snow
VFX & Finish:
The Mill - New York
Executive Producer:
Jo Arghiris
Senior VFX Producer:
Charlotte Arnold
VFX Supervisor:
Iwan Zwarts
VFX Supervisor:
Rob Petrie
Assistant Producer:
Juan Handal
Color Producer:
Heath Raymond
Fergus McCall
2D Lead:
Iwan Zwarts
2D Compositing:
Kyle Cody
2D Compositing:
Dan DiFelice
2D Conforms and Cut-downs:
Jade Kim
3D Lead Artist:
Rob Petrie
3D Lead Artist:
Joji Tsuruga
3D Lead Lighter:
Olivier Mitonneau
3D Animator:
Jeff Lopez
3D Animator:
Alex Allain
3D Animator:
Tyler Hurd
3D Artist:
Olivier Varteressian
3D Artist:
Per Bergsten
3D Artist:
Ivan Luque Cueller
3D Artist:
Billy Dangyoon Jang
3D Artist:
Boris Ustaev
3D Artist:
Hassan Taimur
3D Artist:
Ruben Vandebroek
3D Artist:
Tim Kim
Wyatt Savarese
Ed Hicks
Hassan Tuimir
3D FX:
Nick Couret
3D FX:
Ian Baxter
3D FX:
Phil Mayer
3D FX:
Cedrick Gousse
LIDAR services:
LIDAR service:
Travis Reinke
Trace VFX
Sound Designer:
Brian Emrich
Woodwork Music
Music Producer:
Andrew Oswarek
Phil Kay
Sound Lounge
Tom Jucarone

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