The One Show
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Category
Craft / VFX & Animation
Annual ID
OS24_GA008S
About the Work
With its PlayStation®️5 launch in 2020, PlayStation introduced its first global tagline, 'Play Has No Limits.' The tagline sums up PlayStation’s DNA of pushing the boundaries of play and expanding the universe of diverse games to the next-level. Our mission was to familiarize the Japanese market with the tagline and its spirit to enhance brand engagement.
PlayStation has evolved as a platform with a chaotic universe of diverse games spanning genres from fantasy, action, science fiction, horror, sports, casual, to indie. These distinct creativity have inspired each other and crossed over, expanding the boundaries to the next-level universe of gaming experiences. Particularly in Japan, where both PlayStation and Nintendo SWITCH dominate the console gaming market, while Xbox holds a 4% share, the diversity of PlayStation is a distinguishing feature.
How can we celebrate and create resonance with the chaotic universe of diverse game creativity that pushes the boundaries, establishing it as PlayStation's authentic identity? Typical promotions like montages of in-game visuals from various game titles lack freshness for our core fans and fail to capture the casual-gamers and non-gamers. That’s why we decided to enter into a music partnership to tell the spirit of the PlayStation universe.
We partnered with a Japanese rock band sharing an affinity with the PlayStation’s spirit.
King Gnu, a four-piece rock band, stands among Japan's hottest musicians with over 3.2 million Spotify subscribers. Their style, known as 'Tokyo Chaotic' or 'Tokyo New Mixture Style,' is chaotically orchestrated with the four's diverse musical styles and outstanding performance skills, drawing inspiration from various genres, including rock, classical, R&B, and jazz. This innovative fusion has been pushing the boundaries of the Japanese music scene.
To coincide with the release of their new album, we unveiled a branded campaign featuring King Gnu and their song 'Asura' written for PlayStation. Our hero film follows four '△〇×□' characters portrayed by King Gnu, breaking their limits and chaotically fusing into the 'Giant Gnu' at the next level. This symbolizes the shared spirit between PlayStation and King Gnu, where diverse forms of play converge to transcend conventional norms and boundaries.
PlayStation has evolved as a platform with a chaotic universe of diverse games spanning genres from fantasy, action, science fiction, horror, sports, casual, to indie. These distinct creativity have inspired each other and crossed over, expanding the boundaries to the next-level universe of gaming experiences. Particularly in Japan, where both PlayStation and Nintendo SWITCH dominate the console gaming market, while Xbox holds a 4% share, the diversity of PlayStation is a distinguishing feature.
How can we celebrate and create resonance with the chaotic universe of diverse game creativity that pushes the boundaries, establishing it as PlayStation's authentic identity? Typical promotions like montages of in-game visuals from various game titles lack freshness for our core fans and fail to capture the casual-gamers and non-gamers. That’s why we decided to enter into a music partnership to tell the spirit of the PlayStation universe.
We partnered with a Japanese rock band sharing an affinity with the PlayStation’s spirit.
King Gnu, a four-piece rock band, stands among Japan's hottest musicians with over 3.2 million Spotify subscribers. Their style, known as 'Tokyo Chaotic' or 'Tokyo New Mixture Style,' is chaotically orchestrated with the four's diverse musical styles and outstanding performance skills, drawing inspiration from various genres, including rock, classical, R&B, and jazz. This innovative fusion has been pushing the boundaries of the Japanese music scene.
To coincide with the release of their new album, we unveiled a branded campaign featuring King Gnu and their song 'Asura' written for PlayStation. Our hero film follows four '△〇×□' characters portrayed by King Gnu, breaking their limits and chaotically fusing into the 'Giant Gnu' at the next level. This symbolizes the shared spirit between PlayStation and King Gnu, where diverse forms of play converge to transcend conventional norms and boundaries.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Six Inc. / Tokyo
Art Director
Kei Kawabe
Creative Director
Yuta Okuyama
Director
Sojiro Kamatani
Director of Photography
Tomoyuki Kawakami
Producer
Mamoru Inagaki
Naohiro Tanimura
UI Designer
Omochi Mochigome
3D Character Designer
Yuki Morita
Yuya Fukuda
3D Scan
Yosuke Kuboe
Agency Business Producer
Sho Amuro
Kiyomi Wada
Saki Irie
Agency Executive Manager
Daisuke Ito
Assistant Director
Naoki Kaneko
CG Director
Naoki Takano
CG Producer
Tokihiko Tsukamoto
Natsumi Maki
Colorist
Yoshiyuki Nishida
Creative Planner
Masako Suzuki
Yusuke Amagai
Gentaro Yajima
Gaffer
Koshiro Ueno
Hair
Takai
Makeup
Yuka Hirac
Mixer
Masayuki Sato
Music & Starring
King Gnu
Offline Editor
Takayuki Tochizawa
Online Editor
Akio Sakamaki
Producer / Production Manager
Yuya Yahiro
Production Designer
Chihiro Matsumoto
Sound Effects
Akihito Narita
Special Effectiveness
Hiroyuki Hatori
Special Makeup
Yoshio Komatsu
Stylist
Shohei Kashima
Ilsu Jang
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