The Drum Awards for Marketing - Extended Deadline

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Agency: BBH NY
Date: Jun 2018
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Fear is a monster. It can hold us back and makes us doubt ourselves. But in PlayStation’s world, things are different. In PlayStation’s world, gamers play fearlessly and achieve greatness by conquering fears. In PlayStation’s world, gamers overcome their fear and defeat these monsters all the time.

That’s the theme of the film 'Play Fearlessly' directed by Academy Award Nominee Garth Davis (Lion, Mary Magdalene, Top of the Lake), which is PlayStation’s latest in the ongoing Greatness Awaits campaign. Launched during the NBA Finals, the film invites gamers to play fearlessly on the PlayStation. An entirely new approach for PlayStation, the spot’s unique direction shows no specific game title or spotlights any product. Rather, the film relies on the emotion of the performances and real-world tension to deliver this powerful, yet timely message.

PlayStation believes in the power of play for everyone. In this anthem film, viewers are taken on an emotional journey by a girl who draws the line between the real world and the world of PlayStation. She has a secret that she tells us throughout the film. She's been to the PlayStation world before, and she imparts to the audience the differences between both worlds. 'Play Fearlessly' relies on emotional performances and real-world tension to deliver a powerful, yet timely message.

Credits

BRAND: PlayStation

FILM: Play Fearlessly

CLIENT:

Eric Lempel, Senior Vice President, Global Marketing

Mary Yee, Vice President, Marketing

Eric Lachter, Director Brand Marketing

Alex Gomez, Senior Brand Manager

Dianne Segovia, Associate Marketing Manager

AGENCY:

Gerard Caputo, Chief Creative Officer

Colin Kim, Creative Director

Lucas Bongioanni, Creative Director

Bruno Franchino, Art Director

Hora Sormani, Copywriter

Creative Contributors: Monica Taylor, Diego Fonseca, Aimée Perrin, Stu Rubin

Adam Perloff, Executive Producer

Librado Sanchez, Director of Business Affairs

Brett Edgar, Head of Account Management

Kendra Schaaf, Group Account Director

Johnny Skwirut, Account Manager

Alex Zadeii, Assistant Account Manager

Kendra Salvatore, Head of Strategy

Dylan Fauss, Strategist

Darus Zahm, Group Comms Planning Director

Zack Green, Comms Strategist

Cameron Wells, Project Manager

PRODUCTION:

PRODUCTION COMPANY: RESET

DIRECTOR: Garth Davis

DIRECTOR OF PHOTOGRAPHY: Greig Fraser

MANAGING DIRECTOR: Dave Morrison

EXECUTIVE PRODUCER: Deannie O’Neil

PRODUCER: Karen Sproul

EDIT COMPANY: CARTEL

EDITOR: Leo Scott

ASSISTANT EDITOR: Joshua Raymond Lee

EXECUTIVE PRODUCER: Lauren Bleiweiss

PRODUCER: Greer Bratschie

VFX: BLACKSMITH

VFX Supervisor / 2D Lead: Iwan Zwarts

CG Lead: Tom Bussell

CG: Olivier Varteressian, Tuna Unalan, Vitaliy Burov

CG Animators: Nick Johnnides, Nopia Animation & VFX

CG Rigging: Lee Wolland

FX Artist: Rick Walia, Hassan Taimur

Compositors: Nick Tanner, Jacob Slutsky, Robert Bruce, Daniel Morris, Joey Deady

VFX Executive Producer: Charlotte Arnold

VFX Producer: Alexa Mauro

3D Tracking: QL Beans

3D Scanning: WYSIWYG 3D

Rotoscoping: Filaments Visual Effects

COLOR GRADE: Andrew Francis

MIX:

Wave Studios NYC

MIXER:

Aaron Reynolds

SOUND DESIGN:

Ballad / Adrian Aurelius

Wave Studios NYC / Aaron Reynolds

COMPOSER: Phil Kay

MUSIC COMPANY: Woodwork Music:

ADDITIONAL CREDITS:

Slaughterhouse Studio Production Manager: Meg Volk

Slaughterhouse Editor: Jim Schwartz

Slaughterhouse Producer: Maggie Miller