To launch the PS4 Pro across EU and other territories, we were tasked with developing a campaign that highlighted the increased graphical and power capabilities of the new console, that differentiated itself from the current PS4.

The rationale

With the PS4 Pro gaming will be more vibrant and detailed than ever before. We draw upon this and utilise bright neon colours to show the leap from old to the new.

Neon colours denote the new PS4 is energetic and super-charged, with incredible visuals celebrated through colourisation of the PlayStation Flow.

Initial concepts

Following the initial pitch and mood board development, we worked on developing a cohesive art direction that answered the brief for a strong piece of key art - as well as a visual direction for the accompanying TV / digital ad. To achieve this a cohesive set of brand guidelines were created.

Out in the wild

The campaign was released across all digital platforms, from youtube videos to social media takeovers. The final visual was also used across the continent from in-store mock-ups to even a fully repainted mural.

Software Enhancement

Following the initial success of the console launch, we were tasked with expanding the campaign in conjunction with major software releases; the first of which being Horizon: Zero Dawn. The core concept of the visuals was to have the characters intertwined within the 'wave' so as to highlight the increased power of the PS4 Pro and it's enhancing capabilities.
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