Sony redesigned PS3 and asked Wieden+Kennedy Tokyo to develop the campaign for it.
They came up with The Playface: “It’s that face you make when you are playing video games and concentrating so much that you don’t even realize the kind of expressions you are making. And everyone has a different one.” They filmed 50 people in the heat of gaming with the light showing on their faces, it’s very stylised and filmed and edited beatifully. Check it out here > > website
Robbie Cooper did a similar project a while ago called “Immersion“.
Advertising cleans up and ideas and gets it’s claws around Art again.
