By Amy Houston, Senior Reporter

January 31, 2023 | 5 min read

The larger-than-life weapon belongs to the game’s protagonist Kratos, with the Amplify-built activation available to see in person until Tuesday evening.

PS5 has ramped up its marketing efforts with a global push that sees an array of activations in various locations. In London, a leviathan axe used in the hit game God of War smashed down right beside the River Thames to the shock of locals.

The startling stunt is part of the wider ‘Live From PS5’ campaign that’s inspired by some of the games available to buy on the console.

The brand announced at CES that sales of devices have now reached the 30m mark and that December was the biggest month on record.

God of War 01
God of War 02


Live From PS5 campaign

Client: Sony Interactive Entertainment


Senior vice president, head of worldwide marketing and consumer experience: Eric Lempel

Senior vice president, global marketing: Andrea Perez

Senior partner marketing manager: Isabelle Tomatis

Director of brand marketing: Adam Grant

Director of brand creative: Sugai Seigo

Senior global brand manager: Jayne Murphy

Global brand manager: Dianne Segovia

Brand manager: Mattia Maccario, Melanie Kwan

Joint chief executive officer: Mat Goff

Chief creative officer: Richard Brim

Executive creative director/s: Ant Nelson, Mike Sutherland

Creative director/s: Richard Gayton, Darren Beresford

Production lead: Panos Louca

Agency producer/s: Petrina Kilby, Arsalan Jamshid, Scarlett Rudd

Chief strategy officer: Martin Beverley

Planning director: David Mortimer

Managing partner: Sarah Coleman

Business director/s: Adam Patel, Louis Lunts

Account director: Madeleine Burrell

Account manager/s: Dyfed Thomas, Estella Mosca

Project director: Sam McGeorge

Executive content director: Simon Adamson

Head of content: Jessica Taylor

Content creative director: Camille Standen

Social manager: Osob Yusuf

Social executive: Reanne Whitaker

Digital display lead: Matthew Walker

Legal: Trine Odin, Tom Campbell, Candice Macleod

Business affairs: Dolores King, Layla Husted

King Henry

Head of design: Paul Knowles

Lead designer: Scott Silvey / Dave Robinson

Artworker: Dave Callow / Sam Harris

Retouching: Charlie Townsend / Dan Jackson

Studio manager: Rob Wallis / Dan Sandalls


Global business director: Sybille Chrissoveloni

Account director: Theo Tsangarides

Account manager/s: Xochitl Cruz, Eleanor Kendrick-Jones, Gurbir Dhaliwal, Jemma Mendoza and Dominique Berti

Operations manager: Jon Phillips

Executive producer: Ludovica Melica

Senior producer: Charlotte O’Reilly

Producer/s: Mandy Amoah, Kieran Johnson, Marie Vivent and Sam Hiorns

Senior editor: Jason Fox

Editor/s: Tom James

QC: Stuart Moore, Chloe Maudsley and James Pyne


Localization agency: Cain&Abel and eg+

Production company: MJZ

Director: Henry Hobson

Executive producer: Lindsay Turnham

Producer: Ewen Brown

Production manager: Rob Rogan

Director of Photography: Joost Van Gelder

Production designer: Pablo Tregebov

1st assistant director: John Lowe

Casting director: Emma Callinan

Icon Films Sofia

Executive producer: Emil Rangelov

Producer: Millen Nickolov

Production manager: Galabena Botova

1st assistant director (BG): Antony Tanev

Steadicam: Nikolai Kerezov

1st AC: Kaloyan Nedelchev

Gaffer: Pavel Mitov

Key grip: Tsvetan Kostov

Drone: Ivan Ivanov

Art director: Arta Tozzi

Props master: Andrey Filchev

Stylist: Djanina Baykoucheva

Make-up: Anna Andreeva

Hair: Liubomir Petrov

Stunt coordinator: Krum Rangelov

SFX supervisor: Nikolay Fartunkov

Work Editorial

Producer: Charlie Dalton

Editor: Bill Smedley

Edit assistant: Miles Watson

Grade: Tom Poole - Company 3

Untold Studios

Executive producer: Tom Igglesden

Post-producer: Lauren Oldfield

Post-producer: Ella Glazer


Executive producer: Tom Igglesden

Producer: Lauren Oldfield, Ella Glazer

Creative director: Alex Gabucci

VFX supervisor: Jon Wood

VFX leads: Matthew Kavanagh, Christian Baker

Art director: Ryan Rafferty Phelan

Animation lead: Geraint Wright

Asset supervisor: Ash Tilley

Matte painting lead: Cameron Johnson

Lighting and rendering lead: Jack Harris

Rigging lead: Lewis Pickston

Online supervisor: Richard Harris


Sound design and mix: Sam Ashwell

Creative director (audio): Sam Ashwell

Senior audio producer: Olivia Ray

Written by: Angus MacRae

Produced and performed by: Angus MacRae

Music production and label: ℅ Manners McDade Artist Management LLP

Publisher: Manners McDade Music Publishing LLP

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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