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.”
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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.
Mosaic North America has been named Canadian agency of record for the Buffalo Bills. The partnership focuses on growing the NFL football team’s fan base in Canada, with Mosaic leading strategy and creative in-market, and deepening the team’s connection with Bills Mafia north of the border.
Mosaic’s debut work for the team is a Toronto-wide playoff activation that transformed familiar “Post No Bills” signage into bold “Go Bills” rally cries across the city. Launched overnight following the end of the regular season, the campaign replaces hoarding walls with large-scale street tags across Toronto — from Queen West and Little Italy to the Distillery District and the West Don Lands — creating a mysterious, highly visible rally cry tied to the Buffalo Bills’ playoff push.
Each installation features a QR code that drives fans to a dedicated landing page, where they can sign up for Buffalo Bills Canada communications and enter a playoff contest offering flights, hotel, and game tickets. One winner is selected each weekend for every round the team remains in the postseason, allowing the campaign to evolve in real time alongside the playoff run.
The work taps into a long-standing truth about the franchise: Ontario is already a meaningful part of the Buffalo Bills’ fan base. On any given game day, Ontarians accounted for an estimated 20% of attendees at Highmark Stadium, home to the Bills. With the NFL encouraging northern teams to expand their fan bases beyond the U.S., Mosaic’s mandate is to build fandom and engagement in Canada by meeting fans where they already show up.
“The goal with this campaign was to create a kind of love letter to fans, from fans. Something they could feel part of,” said Dan Berzen, creative... Read More
