We wanted a concept that would communicate the 'No Boundaries' attitude of ATV off-road racing and the irreverent nature of the PlayStation brand. This called for an idea that would 'throw mud' in the face of convention and at the same time reinforce the free roaming features of the game. We chose to accomplish this through the use of False Ad banners and animations that would appear over the page content, not restricted to the size of the banner. The end result was an unexpected and unapologetic statement about ATV Off Road Fury and PlayStation as a whole.