This global Sony PlayStation 5 spot opens on our hero as she crosses an icy landscape. She is able to sense something under the surface as she places her on hand on the ice. A kraken appears through the ice, trying to swipe at her with its huge tentacles. She escapes effortlessly.
Next we see our hero in a rainforest encampment. She hears something in the distance; moths hitting a light in a tent, a radio in a faraway rainforest hut. Suddenly she hears the chamber of a heavy artillery weapon as a shell is fired, she manages to dodge as it passes her. She is somehow able to hear it before she sees it.
We then see her make her way into a dark cave. She’s approaching a futuristic portal. She draws back her bow and aims. Finding the perfect tension point on her fingertips, her arrow travels through the portal with precision. She’s opened up another chamber of the cave where an enormous rock creature awaits–she takes aim again, she’s ready.
This latest ad in the “Play Has No Limits” campaign form adam&eveDDB was directed by Dan DiFelice of Biscuit Filmworks, with Time Based Arts serving as VFX/post studio.
“Back in June we introduced the world to PlayStation 5 and our new global tagline, ‘Play Has No Limits,’ an expression of the PlayStation brand and our spirit. It’s our recommitment to gamers worldwide that we will continue to fight against limits and reset the expectations of what’s possible,” said Mary Yee, VP of global marketing. “Today, we are proud to debut our first global spot for PlayStation 5 under this tagline that showcases the sensory experiences that immerse you deeper into the game, enabled by the DualSense wireless controller, and highlight the player experience available on PlayStation 5.”
Credits
Client Sony Interactive Entertainment/PlayStation 5 Agency adam&eveDDB Richard Brim, chief creative officer; Ant Nelson, Mike Sutherland, executive creative directors; Clarissa Dale, John Trainer-Tobin, creatives; Nikki Cramphorn, Jack Bayley, producers; Clio McLeary, assistant producer; Simon Adamson, executive content director; Jessica Taylor, head of content; Sophie Chaytor-Grubb, social director; Matthew Osborne, sr. content creative; Marceline Le Gaufey, digital display lead; Richard Bailey, assisted integrated producer; Hash Milhan, interactive creative; Rhys Martin, designer; Ben Aldrich, Jack Christian, front end developers. Production Company Biscuit Filmworks Dan DiFelice, director; Cathy Green, producer; Rupert Reynolds-MacLean, managing director & exec producer; Gabija Lauce, production manager; Roma Nesi-Pio, production coordinator; Steve Annis, CGI DP specialist. Editorial Trim Paul Hardcastle, editor. Postproduction/VFX Time Based Arts Chris Aliano, post producer; Francois Roisin, James Allen, VFX supervisors; Sheldon Gardner, Manolo Perez, Stephen Grasso, Luke Todd, Leo Weston, Adam Patterson, Matt Shires, Bernardo Varela, Grant White, Will Robinson, Linda Cieniawska, Jiyoung Lee, 2D artists; Mike Battcock, Federico Vanone, Sam Osborne, Zoe Sottiaux, Walter How, Emma Malric, Tim Phillips, Nick Smalley, Chris Wood, Ben Cantor, Patrick Harboun, Ihor Obukhobvskhi, Fed Guzzardo, Nigel Timms, Oscar Diez, Ian Baird, Joffrey Zeitouni, Magali Barbe, Francesco Ferraresi, Steve Dato, Sebastian Mayer, Robert Kolbeins, Tony Alamo, Pavel Mamichev, Abner Marin, Thanos Topouzis, Tom Di Stasio, Michael Hunault, Felix Chan, Francois Pons, Julien Fradin, Mattias Lullini, Thomas Brockmann, Stuart Turnbull, Vincent Thomas, 3D artists; Lewis Crossfield, colorist. Music Duncan Smith, James Marshall (Sony UK), music supervisors. Soundtrack: “Void”; Luke Atencio, composer. Audio Post String & Tins Laura-Leigh Smith, audio post producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
