A monumental anamorphic 3D billboard at night showing the PlayStation 5 console and DualSense controller in electric blue.
“Play Has No Limits”: the built-for-camera billboard treatment at the heart of the global launch. Image: Amplify / Sony Interactive Entertainment.

← Selected work

PlayStation

PlayStation 5 Global Launch, London

Year
2020
Location
London, within a global campaign across 25 territories
Role
Lead Producer, London
Type
Global launch · content and show production
Scale
29 activations · 25 territories

The brief

Sony Interactive Entertainment wanted to celebrate the PlayStation 5 launch worldwide, creating mass awareness and shared excitement at a moment when the pandemic ruled out gathered audiences. Amplify’s answer was a built-for-camera approach: transforming landmarks into cinematic shows designed to be experienced through screens.

What was created

The campaign staged 29 activations across 25 territories, from Times Square and the Burj Khalifa to Piccadilly Circus in London, each filmed and edited for social release within hours of going live. London was one leg of a tightly synchronised international rollout, with every market’s footage feeding a single global content programme.

The PlayStation 5 launch takeover at Piccadilly Circus, London: a giant curved 3D billboard showing a DualSense controller glowing over the night-time square.
Piccadilly Circus, London, the leg of the launch Jess produced. Image: Amplify / Sony Interactive Entertainment.

Jess’s role

  • Lead producer for the London leg of the global launch, working within the wider international production team.
  • Worked closely with the animation studio on the London content.
  • Managed the overnight edits of the content piece so the film was ready inside the global release window.
  • Made sure the London shoot and its assets slotted into the wider global delivery of the campaign.

The global campaign was created and coordinated by Amplify with production teams in each territory. Jess’s remit was London: the campaign’s worldwide scale reflects the full team’s work, not hers alone.

Kanda Myojin shrine in Tokyo illuminated with glowing PlayStation symbols along its approach.
Kanda Myojin, Tokyo.
The Burj Khalifa in Dubai lit with the PlayStation 5 launch display across the night skyline.
Burj Khalifa, Dubai.
The Supertrees at Gardens by the Bay, Singapore, glowing PlayStation blue for the PS5 launch.
Gardens by the Bay, Singapore.
“Play Has No Limits” projected across a snow-covered mountainside at St. Moritz at dusk.
St. Moritz, Switzerland.

Campaign imagery: Amplify / Sony Interactive Entertainment, from the official case study.

Production complexity

  • A launch window synchronised across 25 territories left no slack: London’s content had to land on time or hold up the global sequence.
  • Campaign-wide, films were edited and posted to social within eight hours of each activation. In London that meant managing edits through the night.
  • Filming a public landmark during pandemic restrictions, for an audience watching entirely through screens.

In the moment

  • Running the overnight edit meant sequencing reviews, approvals and delivery across time zones while the wider team’s rollout continued. Jess kept the London piece moving so it integrated cleanly with the global asset delivery.

Outcome

  • The campaign reported 24 million global views across its activations (agency-reported, campaign-wide figure).
  • The launch won the Grand Prix at the Campaign Experience Awards (2021), alongside Gold awards including Production Experience and Global Brand Activation.

Credits

Agency
Amplify
Client
Sony Interactive Entertainment (PlayStation)
Animation
Animation studio partner (via Amplify)
Production
International production teams across 25 territories
Campaign imagery
Amplify, official case-study photography (weareamplify.com)