Art Associates Amsterdam introduction SONY PS VITA (2012)
Two of our illustrators Emile Noordeloos and Phil Evans made a striking artwork for TBWA Brussels for the new Sony Playstation campaign.
Emile and Phil collaborated on the artwork for the launch of the PS VITA, SONY's latest handheld console. The new game The Uncharted: Golden Abyss was the starting point for the jungle-themed adventure platform they illustrated.
The large-scale media campaign (Sony's largest ever) uses in- and outdoor 'unexpected marketing' and a television campaign. Sony's "The World is in Play" concept is gratefully used, the world is your playground where the boundaries between game and reality blur.
In the station halls of Antwerp and Rotterdam there were spectacular anamorphoses of an abyss from which you could barely escape. Passers-by could have themselves photographed on the trompe l'oeil with a size of up to 10 meters in length. On the fully taped metro line 6 in Brussels you could go for a ride in a jungle, the PS Vita consoles were incorporated in the seats, completely faithful to Sony's tagline "Never Stop Playing".
Rotterdam station became an oasis, the walls covered from head to toe with an adventurous panorama.