Connecting two world-famous gaming giants on the digital playground

In 2021, PlayStation and NBA superstar Paul George teamed up for a new limited series of Nike sneakers, celebrating the release of PlayStation 5.

We were delighted to be part of this campaign, producing the announcement video that highlighted this signature collaboration.

Story

Delving into the expansive digital universe of PS, we aimed to unravel its unique brand code features and connect them with the concept of showcasing the new sneakers.

Starting by outlining the main narrative line, it was also about creating intricate details that uncover and emphasize the creative and semantic blocks of the film.

The story unfolds on a simulation playground. Developing unique and complex simulations for each shot, we attempted to unify them into one visual system.

Thus, every aspect of the film was meticulously crafted to reflect the distinctive attributes of the brand. Running through the entire story, iconic hues of blue instantly immerses us in the history of the PlayStation world. While a ball made up of thousands of particles echoes the shape of the main symbols and leads us to the main hero, sneakers.

Sneakers

The creation of a three-dimensional model for the sneakers proved to be an equally challenging chapter of the project. During our work on the film, the final product didn't exist yet, so we developed more than 300 versions with different looks and animations of the sneakers. As a result, our 3D model became not only part of the film but was also sent to a factory as a reference.

Tech

To solve the most ambitious creative goals, our team conceived several technical assets to significantly streamline the process of making adjustments. They helped avoid lengthy simulation calculations and allowed for quicker review of shot iterations. For instance, the unique rig was created to fine-tune the behavior of the tag on the sneakers.

Credits

Client: 
Sony Interactive Entertainment

Сreative Direction:
Sony Interactive Entertainment

SIE Project Management:
Simon Bastow

Created by:
Media.Work 

Creative Direction, Art Direction:
Maxim Zhestkov, Igor Sordokhonov

Producer:
Anna Gulyaeva

Design, Animation:
Dmitry Ponomarev, Sergey Shurupov, Tatyana Balyberdina, Artur Gadzhiev

Text:
Andrey Sukhoruchkin, Alexandra Kotova

Year:
2021