Sony: PS2 Prosthetics

Photographer/prosthetics whiz Dimitri Daniloff ( and TBWA/Paris are at it again for the PS

Published on Jun 15, 2005

Editor's Pick

Photographer/prosthetics whiz Dimitri Daniloff ( and TBWA/Paris are at it again for the PS2, with a new round of in-your-face images, some based around the familiar four-button Sony videogame symbolism, some not. According to the agency, this latest work is not so much a brand campaign as a "relationship campaign aimed at various targets." That relationship aspect is partly about "emphasizing multiplayer gaming, which is why there are always two or more people in these visuals." As for the particular focus of each of the four ads, the fashionista's scarfest that leads this showcase is indicative of the "strong experiences" that the PS2 can provide — "people still bear marks of their gaming experience." This ad is targeted not simply at gamers but at trendsetters, potentially taking the PS2 into a wider domain of conspicuous coolness. In other executions, the kinky ménage of "Plugs" again aims at the trendsetters — "the casting, the styling and the visual concept are all very fashionable in order to help build the appeal of the brand with this opinion-leading target." Taking a different tack, "Molds" focuses "more on one of the key attributes of gaming — the possibility to change one's identity." Lastly, the bizarre, hairy-pillowed "Luxury" borrows the "visual codes of high-end fashion brands to deliver a message aimed at a broader audience: everyone can have a secret, fun relationship with the PlayStation." Just remember to lock your door first.

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Jun 15, 2005
Matthew Branning
Guillaume Chifflot
Beno Leroux
Mano van der Vaeren
Art Director:
Chris Garbutt
Art Director:
C Moutaud
Art Director:
Philippe Taroux
Art Director:
S Vacherot
Dimitri Daniloff
Art Buyer:
Barabara Chevalier
Creative Director:
Erik Vervroegen
TBWA Paris

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