Ad of the Day: God of War’s giant axe smashes London street
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.
Credits
Live From PS5 campaign
Client: Sony Interactive Entertainment
PlayStation
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
Cain&Abel
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
Mediacom
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
VFX
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
750mph
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
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