Sterling P. Sanders

Sony, PS3 Launch



Creative Directior, Design, Video, Creative Strategy

With the launch of it's latest console, the Playstation brand was faced with a number unique challenges in order to regain it's position as the industry leader in the video game market. The problems were numerous: product delays, highest price in the category history, and competing against a rival console—though inferior—had a full year head start in the market.  



To succeed, we needed an idea that would not only exhilarate, but educate. Enter "The White Room."  The Kubrickian white room would provide the blank canvas on which to make our case. Intriguing consumers with a series provocativemetaphors, that demonstrated the PS3's ground breaking features and functionality. 

ps3 launch tv spots

PS3 Launch, Print

e3 OOH