Sony Launches New Campaign for the PlayStation 4

Rupert Sanders reunites with Patroulis on BBH's debut campaign for console

Published On
Jun 11, 2013

Editor's Pick

BBH New York rolls out the new ad campaign for the Sony PlayStation 4 with this large-scale, 90-second film that, frankly, feels a little hollow inside.

Directed by MJZ's Rupert Sanders ("Snow White and the Huntsman,") the spot, titled "Greatness Awaits," is the first work out of Sony PlayStation's new agency of record -- BBH won the account in February from Deutsch Los Angeles. Under Deutsch, the brand had come out with some pretty fantastic work, like the amazing "Michael" and "All-Stars" spots. 

"Greatness," features actor Taylor Handley ("Vegas"), who saunters through a fast-paced, action-filled environment--one that feels all-too familiar in the advertising landscape. The film launched during Tuesday night's NBA finals, and is accompanied by a YouTube channel that lets gamers "enter" the film to interact with elements from PlayStation games. 

It's also worth noting that the film is an Xbox talent reunion of sorts. Director Sanders had previously worked with BBH chief creatiev John Patroulis on the celebrated "Believe" campaign out of McCann/Tag and AKQA. Mr. Sanders has also worked on earlier "Call of Duty" creative, done via TBWA/Chiat/Day, which has a similar feel as "Greatness." And of course, there's some smatterings of more recent COD work, like this Robert Downey Jr. spot,


Jun 12, 2013
Agency :
BBH-New York
Chief Creative Officer :
John Patroulis
Executive Creative Director :
Ari Weiss
Creative Director :
Nate Able
Copywriter :
Rick Herrera
Head of Integrated Production :
Justin Booth-Clibborn
Senior Producer :
Jennifer Moore Bell
Production Assistant :
AJ Gutierrez
Production Company :
Director :
Rupert Sanders
Director, Photography :
Greig Fraser
President :
David Zander
Executive Producer :
Kate Leahy
Producer :
Laurie Boccaccio
Production Supervisor :
Adriana Cebada Mora
Production Designer :
Dominic Watkins
Costume Designer :
Mayes Rubeo
Production Company :
Kinema Films
Local Producer :
Jose Ludlow
Executive Producer :
Erica Thompson
Editorial :
Work Post NY
Assistant Editor :
Healy Snow
Visual Effects and Finish :
The Mill - New York
Executive Producer :
Jo Arghiris
Senior Visual Effects Producer :
Charlotte Arnold
Visual Effects Supervisor :
Iwan Zwarts
Visual Effects Supervisor :
Rob Petrie
Producer Assistant :
Juan Handal
Color Producer :
Heath Raymond
Colorist :
Fergus McCall
2D Lead :
Iwan Zwarts
Brand :
Sony Playstation
Client :
Sony Playstation
2D Compositing :
Kyle Cody
2D Compositing :
Dan DiFelice
2D Conforms and Cut-downs :
Jade Kim
3D Lead Artist :
Rob Petrie
3D Lead Artist :
Joji Tsuruga
3D Lead Lighter :
Olivier Mitonneau
3D Animator :
Jeff Lopez
3D Animator :
Alex Allain
3D Animator :
Tyler Hurd
3D Artist :
Olivier Varteressian
3D Artist :
Per Bergsten
3D Artist :
Ivan Luque Cueller
3D Artist :
Billy Dangyoon Jang
3D Artist :
Boris Ustaev
3D Artist :
Hassan Taimur
3D Artist :
Ruben Vandebroek
3D Artist :
Tim Kim
3D Massive :
Wyatt Savarese
3D Massive :
Ed Hicks
3D Massive :
Hassan Tuimir
3D Effects :
Nick Couret
3D Effects :
Ian Baxter
3D Effects :
Phil Mayer
3D Effects :
Cedrick Gousse
LIDAR Services :
LIDAR Services :
Travis Reinke
Rotoscoping :
Trace VFX
Sound Designer :
Brian Emrich
Music :
Woodwork Music
Music Producer :
Andrew Oswarek
Composer :
Phil Kay
Mix :
Sound Lounge
Mixer :
Tom Jucarone

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