Sony backs launch of PS3 console with online films
Found this over at Brand Replubic
LONDON - Sony has unveiled an online campaign for its much-trumpeted PlayStation3 'entertainment super computer', which consists of a series of short films or 'stories' to demonstrate several of the console's unique features.
Created by STREAM\, TBWA\London's brand entertainment arm , the pre-launch campaign kicks off today online, where the six three-minute stories can be watched and downloaded.
In the first film "real time", Bradley Skeet, a lightweight boxer and Olympic hopeful, is shown training and sparring in an urban gym, to demonstrate how PS3 simulates real life. In the first film "real time", Bradley Skeet, a lightweight boxer and Olympic hopeful, is shown training and sparring in an urban gym, to demonstrate how PS3 simulates real life.
"Blue ray" highlights the vast storage capacity and search and recall ability of the console, explained through a story from a collector's perspective.
Other films include a story about ordinary objects exploding in an apartment to show how High Definition enhances game play and a film about a new kid's craze called "speed stacking", highlighting PS3's chip capabilities. The last two films show Flatland BMX athletes demonstrating how they use human movement and a behind-the-scenes look at how motion capture technology was used to produce the new 'Heavenly Sword' game.
In addition to the online push, the "stories" will be shown in cinemas nationwide.
Luke Southern, PlayStation3 European product manager, said: "We want these stories to become the property of the internet commons so that they gain their own momentum and inspire the online communities."
Robert Harwood-Mathews, client services director at TBWA\London, said: "This audience is extremely hungry and extremely savvy -- they want inspiring and informing not teasing and frustrating."
Media agency is OMD and production company is STREAM\. Director on the spot is Colin O'Toole through post-production company St Anne's.
European PS3 Website Here: http://eu.playstation.com/ps3/
Some of these videos are pretty cool. Go check them out.
