Our work is a brand campaign of PlayStation in Japan.

With its PlayStation®️5 launch in 2020, PlayStation introduced its first global tagline, “Play Has No Limits.” The tagline sums up PlayStation’s DNA of pushing the boundaries of play and expanding the universe of diverse games to the next-level. Our mission was to familiarize the Japanese market with the tagline and its spirit to enhance brand engagement.

PlayStation has evolved as a platform with a chaotic universe of diverse games spanning genres from fantasy, action, science fiction, horror, sports, casual, to indie. These distinct creativity have inspired each other and crossed over, expanding the boundaries to the next-level universe of gaming experiences. Particularly in Japan, where both PlayStation and Nintendo SWITCH dominate the console gaming market, while Xbox holds a 4% share, the diversity of PlayStation is a distinguishing feature.

How can we celebrate and create resonance with the chaotic universe of diverse game creativity that pushes the boundaries, establishing it as PlayStation's authentic identity? Typical promotions like montages of in-game visuals from various game titles lack freshness for our core fans and fail to capture the casual-gamers and non-gamers. That’s why we decided to enter into a music partnership to tell the spirit of the PlayStation universe.

We partnered with a Japanese rock band sharing an affinity with the PlayStation’s spirit.

King Gnu, a four-piece rock band, stands among Japan's hottest musicians with over 3.2 million Spotify subscribers. Their style, known as 'Tokyo Chaotic' or 'Tokyo New Mixture Style,' is chaotically orchestrated with the four's diverse musical styles and outstanding performance skills, drawing inspiration from various genres, including rock, classical, R&B, and jazz. This innovative fusion has been pushing the boundaries of the Japanese music scene.

To coincide with the release of their new album, we unveiled a branded campaign featuring King Gnu and their song “Asura'' written for PlayStation. Our hero film follows four '△〇×□' characters portrayed by King Gnu, breaking their limits and chaotically fusing into the "Giant Gnu" at the next level. This symbolizes the shared spirit between PlayStation and King Gnu, where diverse forms of play converge to transcend conventional norms and boundaries.

- Introduced a collaborative logo merging King Gnu's iconic "crown" with PlayStation’s iconic ‘△〇×□.’

- Launched social media posts featuring '△〇×□' characters that level up based on the number of likes, evolving from ‘LV1 △〇×□ Gnu,’ ‘LV23 Dot Gnu,’ to ‘LV45 Polygon Gnu,’ and finally reaching ‘LV99 King Gnu,’ revealing the visuals of the four characters.

- Unveiled the hero film in which ‘LV99 King Gnu’ breaks its limits and chaotically fuses into the ‘Giant Gnu,' confronting ‘Dark Gnu.’ This film was featured in TV commercials and online advertisements.

- Showcased more than 260 posters across Tokyo's Shibuya and Harajuku areas.

- Unveiled 'Giant Package' advertisements towering over 3 meters tall, adorned with the four characters in Shibuya. These giant packages also made appearances at the King Gnu Dome Tour venue held in January 2024.

- Launched face AR effects on TikTok, allowing users to transform into the four characters.

- over 16M total views of our hero videos

- over 145M campaign social impressions

- over 1952K campaign social engagements