Sony Playface in Japan

Sony is launching the PS3 slim console in Asia with “Playface”, an integrated advertising campaign online at

Sony Playface

The television commercials captured 50 people in the heat of gaming, producing Playface, the face you make when you are playing video games and concentrating so much that you dont even realize the kind of expressions you are making. Everyone has a different Playface.

Click on the image below to play the video.


Click on the image below to play the video.


Click on the image below to play the video.

The campaign includes the site and a digital caravan which will tour Japan from September 2009 on a mission to capture Japan’s gaming emotions, shooting the playface of as many people as possible from 20 cameras inside the caravan. See the Wieden+Kennedy Tokyo blog for details on the launch.


The Playface campaign was developed at Wieden+Kennedy Tokyo by executive creative director Sumiko Sato, creative director/art director +cruz, art director Shane Lester, copywriter Andrew Miller and agency producer Kenji Tanaka.

Filming was shot by director Timothy Saccenti via Partizan Darkroom, London, with director of photography Naoki Noda, producer Russell Curtis, executive producer Jordan McGarry. See spots from the campaign at Partizan.

Editor was Dayn Williams at Cut + Run, London. Sound and music were produced by W+K Tokyo Lab artist Jemapur.