A collection of campaigns from my time working on the PlayStation account with TBWA\Dublin.

Resistance 2 follows the alien invasion of America in 1953. So we wanted to put people in the heart of an alien invasion, to make it feel as real as possible.

We took over the Irish newspapers and transported the country to an alternate 1953.

For some people the campaign was a little too believable, which saw us receive a number of complaints.

Little Big Planet is an immersive, world-building game. We were tasked with launching the game.

If the game is immersive and fully customisable, then shouldn’t the advertising be the same? We followed the same rules of the game, creating a suite of customisable digital banners and print ads.

Even our print ads were interactive, allowing people to make their own designs with stickers.

PlayStation had developed a slimmer and lighter version of their PSP device. A handheld device is better when it’s slimmer and lighter. Using the Dustballs, we brought to life all of the benefits (and challenges) when you are slimmer and lighter.

The premise was simple: your decisions have consequences. Players can control one of four characters with each character’s trajectory depending on the player’s actions. We were tasked with launching the game.

A game about ethical choices should be launched with… A real life ethical dilemma. For the launch we created a morality test for the nation, by facing people with an ethical choice.

The campaign got picked up by regional and national press, with many people contesting the results!

In the run up to Christmas, PlayStation tasked us with promoting their range of Buzz! Quiz games. Since the introduction of Buzz! All other traditional quiz shows had become obsolete. The audience for the games were parents. So we focused on nostalgia. We created a fire sale for all the traditional quiz shows that we have put out of business.

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