Setting the Pace

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While the PS2 as a brand looks to keep pace with the gaming community, a new spot from TBWA/London, directed by Academy's Nick Gordon, throws it all off. Of course, the point is that Playstation keeps up with any pace, and that's demonstrated with surreal stop motion in "Pace of Life." Straying from the typical still-life subject matter (with the exception of a likely stuffed squirrel and some cereal), Gordon used actors as stop-motion subjects, allowing the spots' protagonist to glide along the sidewalk as if on skates. Each element of each shot has its own pace, and nothing is relative, which is demonstrated when cars, people and a granny move much faster than expected.

Client: Sony Playstation Agency: TBWA/London Creatives: Danny Brooke-Taylor, Clive Pickering, Tony McTear Director: Nick Gordon/Academy Production Designer: Sue Tebbutt Animation: Head Gear Editor: Rick Russell/Final Cut Animation Supervisor: Drew Lightfoot Postproduction: The Mill Sound Designer: Parv Thind/Wave Music: Peter Raeburn

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