THE PLAYFACE

Introducing The Playface

Its that face you make when you are playing video games and concentrating so much that you dont even realize the kind of expressions you are making. And everyone has a different one.

After months of blood, sweat and no sleep, the Playface campaign is a reality.
We captured 50 people in the heat of gaming for our PlayStation new brand campaign that launched yesterday. PlayStation held a media event in Akihabara to unveil the redesigned PS3 and also introduce the Playface campaign. With all the cameras rolling, and the spots playing on the big screen, it felt more like a movie premiere than a press conference.

New York director Timothy Saccenti directed the Playface short films. Londons Dayn Williams edited up a storm to distinctively bring each face to life. W+K Tokyo Lab artist Jemapur added his touch to the soundtrack and sound design

The integrated campaign will include TV, a website, print, out of home, as well as a four month long Playface Caravan where we will set out to capture as many consumer playfaces as we can as a part of a Japan wide contest.

Category:

Entertainment

Tags:

• playstation
• japan
• playface
• gaming
• commercial
• ad
• w+k
• wieden
• kennedy

[squareenixmaster4]

Raro, pero raro, raro, rao XD

[lostHOTDOG]

@twistfunk no

[meltingtype]

W+K Tokyo. Dreamers and music makers.

[CementTree]

Haha, nah can't be. When they only show half the face it kinda looks like him.

[twistfunk]

Is that steve Aoki?