ABOUT

The Brief

We work with Sony Computer Entertainment Europe to launch key PlayStation titles across multiple European markets. Recently, we were asked to create a way of engaging players with the themes of the epic PlayStation 4 game InFAMOUS Second Son, generating buzz and pre-orders in the run-up to launch.

The Insight

The theme of the game was Enjoy your power, but we discovered that players didn’t just want to passively hear about this power — they wanted to experience it for themselves.

The Idea

We created a dual-screen experience that allowed users to revel in their destructive powers by using them in real-world Seattle. Working with expert model-makers, we created a scale miniature of a real-life checkpoint from the game, complete with real buildings, vehicles and street furniture. Then, as the cameras rolled, we used real explosives to spectacularly raze it to the ground. The footage was used to make an interactive experience which transformed gamers’ mobiles into deadly weapons, firing smoke grenades and neon blasts that destroyed the D.U.P. checkpoint on their desktop screen.

The Results

• 1m game sales in 9 days
• Experience localised and rolled out across 24 European territories