You can be anything

A Sony questiona o público: "Por que ser uma coisa, quando você pode ser qualquer coisa?", em nova campanha para o serviço de assinatura PlayStation Plus.

Dirigido por Henry Hobson, da MJZ, o comercial (assista abaixo) gira em torno de um homem de meia-idade, aparentemente genial, "Mr. Malcolm", que parece estar indo comprar ao açougue comprar carne. No entanto, como o filme mostra gradualmente, o elegante personagem leva uma vida secreta de aventuras relacionadas a jogos.

Tudo é revelado por meio das guloseimas escondidas em seu porão. Lá, os jogadores podem notar várias referências aos games, incluindo o "BB-pod" de "Death Stranding", Saw Cleaver de "Bloodborne" e a máscara de Jin Sakai de "Ghost of Tsushima".

A criação é da Adam&Eve/DDB. O esforço estreia quando a Sony está lançando a plataforma PlayStation Plus globalmente, fundindo-a com o serviço de streaming PlayStation Now.

"O comercial deve ser uma história rápida da qual os fãs podem se afastar e dizer: 'Há tanta coisa acontecendo no mundo do PlayStation, e tanta coisa que eu ainda não experimentei'", observa Eric Lempel, vice-presidente sênior e head de marketing global da Sony.

Ficha Técnica:

Client: Sony Interactive Entertainment
Brand: PlayStation
Project/Campaign name: PlayStation Plus
Official Title (YT): PlayStation - The All-New PlayStation Plus. Why be one thing, when you can be anything?
Senior Vice President, Head of Global Marketing: Eric Lempel
Senior Director, Global Store & Services Marketing: Gareth Barker
Group Marketing Manager, Global Store & Services Marketing: Chris Howe
Senior Global Brand Manager: Zoë Zawada
​​Senior Staff Brand Manager, Global Store & Services Marketing: Brian Dunn
Brand Specialist, Global Store & Services Marketing: Martin Bui

Creative Agency: adam&eve ddb
Joint Chief Executive Officer: Mat Goff
Chief Creative Officer: Richard Brim
Executive Creative Director/s: Ant Nelson, Mike Sutherland
Creative Director/s: Richard Gayton, Darren Beresford
Chief Production Officer: Anthony Falco
Production Lead: Panos Louca
Agency producer/s: Hannah Needham (AV), Stephen Mead (KV)
Agency Assistant Producer: Arsalan Jamshid
Project Director: Sam McGeorge
Planning Director: David Mortimer
Managing Partner: Sarah Coleman
Business Director: Pip Shepherd
Account Director: Madeleine Burrell
Account Manager: Dyfed Thomas
Account Executive: Estella Mosca
Executive Content Director: Simon Adamson
Head of Content: Jessica Taylor
Senior Content Creative: Matthew Osborne
Legal: Trine Odin, Tom Campbell, Candice Macleod
Business Affairs: Dolores King, Layla Husted

King Henry
Head of Design: Paul Knowles
Lead Designer: Scott Silvey
Artworker: Sam Stabler

Cain&Abel
Global Business Director: Sybille Chrissoveloni
Account Director: Nicoletta Corradi
Senior Account Manager: Xochitl Cruz, Annie McMillan
Account Manager/s: Gurbir Dhaliwal
Digital Display Lead: James Brown, Marceline Le Gaufey
Operations Manager: Jon Philips
Managing Producer: Ludovica Melica
Senior Producer: Charlotte O'Reilly
Producer/s: Mandy Amoah, Marie Vivent
Senior Editor: David Smith
Hybrid Editor: Jason Fox
QC: Stuart Moore, Chloe Maudsley, James Pyne
Digital Producer: Matthew Walker
Senior Graphic Producer: Tony Hutton
Head of Language: Sarah Mrowicki
Translation Team: Veronica Viudas Garcia, Maria Dilena, Roxanne Panarotto
Creative Technology Director: Hash Milhan
Digital Design Directors: Sam Butler
Technical Lead: Ben Aldrich
Full Stack Developer: Michael Fresson
Lead QA Manager: Mark Sadler

Media agency: MediaCom

Production company: MJZ
Director: Henry Hobson
EP: Lindsay Turnham
Producer: James Waters
Production Manager: Davina Abrahams
Director of Photography: Rob Hardy
Production Designer: Pirra
Set Decorator: Neil Floyd
1st Ad: Antony Tanev
Gimbal Operator: Ivan Jelyaskov
MoVi 1st AC: Ivan Ivanov
Costume Designer: Selina Wong
Costume Supervisor: Djanina Baykoucheva
Costume Assistants: Dora Samova, Irena Tzokova, Annie Angelova
Casting Director: Hammond Cox

Service Production Company: Icon Films
Producer: Millen Nickolov, Emil Rangelov, Gergana Kuzmova
Production Manager: Alexander Peytchev
Production Assistant: Nia Meytsova
Production Coordinator: Galina Stamenkova
2nd AD: Monika Hristova
1st AC: Kaloyan Nedelchev
Prop Master: Atanos Apostolov
Props Assistant: Maria Eliza-Bankova
​​Grip: Filip Filipov, Todor Todorov, Albert Nikolinski, Bozhidar Mitzakov, Yavor Saykov, Emil Petkov, Stoyan Georgiev
Gaffer: Yavor Zahariev
Hair & Makeup Artist: Tatiana Sleptsova-Titta, Nelly Teova, Marina Boshnakova

Edit Company: Work Editorial
Producer: Ellie McNaughtan
Editor: Neil Smith, Rain Keene

Post Production: Selected Works
Shoot Supervisor: Greg Spencer
Creative Director: Greg Spencer & Jonathan ‘Wes’ Westley
VFX Lead: Francois Roisin, Paul Donnellan
2D artists: Georgina Ford, Theajo Dharan, Matt ‘Wispy’ Clarke, Leandro Vaquez, Stephanie Skarbek
3D Artists: Nigel Timms, Sebastian Kowalski, Pavel Mamichev, Mickey O’Donoghue
DMP: Amber Frisenda
Executive Producer: Alex Fitzgerald
Producer: Katie Sharpe
Colourist: Tom Poole, Company 3

Audio Post Production: 750MPH
Sound Design and Mix – Sam Ashwell
Sound Design (radio) - Mike Bovill
Senior Audio Producer – Kirsten Troy

Music Supervision: Codie Childs & Duncan Smith - PlayStation Studios, Creative Arts
Song Title: A Thousand Lives
Written by: Christopher Benstead
Produced & Performed by: Christopher Benstead