Sony Interactive Entertainment released this spot for the all-new PlayStation Plus, acting as a metaphor for the journey that PlayStation can provide everyone.
Directed by Henry Hobson of MJZ for adam&eveDDB, London, the film takes the viewer into a mystifying and intriguing world, showcasing all the lives that a gamer can live. It tells the story of Mr. Malcolm, an older gentleman who at first glance is any normal, unassuming man you see in the street. But, as we follow him through the city and back to his home, we start to realize the many different lives he has lived. We travel through Mr. Malcolm’s house, down into his secret basement, full of incredible objects collected from his many adventures–The BB pod from Death Stranding and Bloodborne’s Saw Cleaver, a Watcher from the world of Horizon, Jin Sakai’s mask from Ghost of Tsushima–all drawing viewers deeper into the mystery of who this man is.
Indeed anyone can experience the wonder of PlayStation, satisfying his, her or their thirst for adventure, exploration, and thrills. PlayStation asks audiences: “Why be one thing, when you can be anything?”
Credits
Client Sony Interactive Entertainment/PlayStation Agency adam&eveDDB, London Richard Brim, chief creative officer; Ant Nelson, Mike Sutherland, executive creative directors; Richard Gayton, Darren Beresford, creative directors; Anthony Falco, chief production officer; Panos Louca, production lead; Hanna Needham, Stephen Mead, producers; Arsalan Jamshid, assistant producer; Simon Adamson, executive content director; Jessica Taylor, head of content; Matthew Osborne, sr. content creative. Design King Henry Paul Knowles, head of design/ Scott Silvey, lead designer; Sam Stabler, artworker. Post/Production cain&abelDDB Ludovica Melica, managing producer; Charlotte O’Reilly, sr. producer; Mandy Amoah, Marie Vivent, producers; David Smith, sr. editor; Jason Fox, hybrid editor; Matthew Walker, digital producer; Tony Hutton, sr. graphic producer; Hash Milhan, creative technology director; Sam Butler, digital design director; Ben Aldrich, technical lead. Production Company MJZ Henry Hobson, director; Lindsay Turnham, exec producer; James Waters, producer; Davina Abrahams, production manager; Rob Hardy, DP; Pirra, production designer; Neil Floyd, set decorator; Antony Tanev, 1st AD; Ivan Jelyaskov, gimbal operator; Selina Wong, costume designer; Djanina Baykoucheva, costume supervisor; Hammond Cox, casting director. Production Services Icon Films Millen Nickolov, Emil Rangelov, Gergana Kuzmova, producers; Alexander Peytchev, production manager; Atanos Apostolov, prop master; Tatiana Sleptsova-Titta, Nelly Teova, Marina Boshnakova, makeup artists. Editorial Work Editorial Neil Smith, Rain Keene, editors; Ellie McNaughtan, producer. VFX/Postproduction Selected Works, London Greg Spencer, shoot supervisor/creative director; Jonathan “Wes” Westley, creative director; Francois Roisin, VFX supervisor; Paul Donnellan, head of CG; Georgina Ford, Theajo Dharan, Matt “Wispy” Clarke, Leandro Vaquez, Stephanie Skarbek, 2D artists; Nigel Timms, Sebastian Kowalski, Pavel Mamichev, Mickey O’Donoghue, 3D artists; Amber Fresenda, DMP; Alex Fitzgerald, exec producer; Katie Sharpe, producer; Mickey O’Donoghue, Abner Marin, Nigel Timms, Pavel Mamichev, 3D artists; Georgina Ford, Theajo Dharan, Matt “Wispy” Clarke, Leandro Vaquez, Stephanie Skarbek, 2D artists; Amber Fresenda, DMP; Alex Fitzgerald, exec producer; Katie Sharpe, producer. (Toolbox: Nuke, Houdini, Maya, Flame) Color Company 3 Tom Poole, colorist. Audio 750mph Sam Ashwell, sound design & mix; Kirsten Troy, sr. audio producer. Music Supervision PlayStation Studios, Creative Arts Codie Childs, Duncan Smith, music supervision. Song: “A Thousand Lives,” written, produced and performed by Christopher Benstead.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
