Sony Playstation Brand Films

The launch introduced a new generation of gaming consoles that would mark a revolution in home entertainment systems.

Since then we have produced both internal and external facing brand communications that have helped define that journey, including a series of television commercials, and launch animation for the PS3 console.

Working with Love Creative, we have been appointed year on year to create a series of films that allow Sony to communicate their key aims and objectives for the coming year to their main stakeholders across Europe.

Our films focus on delivering brand positioning statements and upcoming promotions in an exciting and dynamic way, and one that is appropriate to the audience in a continually changing marketplace. Over 4 years we have seen many changes in the entertainment industry that have influenced our approach, including growth of competition in the marketplace, the arrival of Xbox and Wii, the rise of online gaming, movie downloads and virtual communities, and these have all broadened the traditional gaming customer profile.

Responding to these influences we have helped to shape and develop a graphic framework through design and animation, to speak to this wider audience and achieve the relevant tone of voice.

Our early projects for Playstation 3 and Playstation Network set a slick, high impact 3D aesthetic in tune with the traditional core gaming audience at the time. Later projects, which incorporated the growing PSP brand, utilised a more playful, hand made feel. This reflected the broadening of the customer base and age groups, and the changes the way users interact with the hardware.

To watch, to chat, to choose and to make (not just to play) games.