SONY PLAYSTATION, TORONTO, CANADA
For Playstation, as Executive Creative Director and Strategic Lead, I built the brand online, through culture, branded content, interactive gaming, TV, print, experiential and social media. We sought to own "play" in all its' forms.
We created the only Canadian-produced TV spot for Playstation in 2009 with a beautiful, fully animated 30 second spot takes the audience on a journey through a stylized Canadian landscape highlighting the portability and versatility offered by the PSP. We created a raw and gritty 4-part documentary series, TFC Passion for Play, to expose the hardcore Fan Support clubs known as The Red Patch Boys and North End Elite and associates PlayStation with real life in the stands.
We developed a branded content series, featuring TSN’s Cabbie Richards interviewing and cajoling real sports celebs and athletes to play the latest PlayStation games with him.