Group Creative Director
// Digital Design, Video, Creative, Strategy
Sony
// Playstation
2003—2006
Responsibilities
I was responsible for all digital marketing aspects of the PlayStation 3 launch, from the design of the website, to the augmented reality game puzzle integrations, to crafting and designing website take overs, banners ads, and the creative films. I worked hand in hand to create the creative films that represented different new capabilities of Sony’s machine
Solution
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 provocative metaphors, that demonstrated the PS3's ground breaking features and functionality.
Challenge
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.
Impact
The PlayStation went on to be the strongest selling video game console in history at that point. 87.4 million PlayStations were sold worldwide by 2017. Due to techology choices made during development, the PS3 has a difficult time becoming profitable for a number of years, but first turned a profit in 2008. Ultimately, the PS3 ended up netting Sony over $53B across it’s lifetime.
ps3 launch tv spots
PS3 Launch, Print
e3 OOH
