Johannes Leonardo worked for Sony on @PlayStation campaign for #PSVuev

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The New York based creative agency Johannes Leonardo has created the first campaign for Sony’s PlayStation Vue, a highly anticipated cloud-based TV service launched in March 2015 on select markets. Sony made an announcement at E3 that Vue has expanded to Los Angeles and San Francisco.

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The centerpiece of the campaign is a 60 seconds TVC entitled “Wouldn’t You,” directed by acclaimed director Fredrik Bond of MJZ. Targeted to the 35 million users who own a PS3 or PS4, the spot raises a serious question: If you had amazing experiences at your fingertips waiting to be used, you’d use them, wouldn’t you? And therefore, if you had the future of live television just waiting inside your PlayStation, you’d use it, wouldn’t you?

The strategy is to remind PlayStation users that they’re already connected to an entirely new and better way to watch TV. In one scene, the protagonist, “Quinn,” is crushed by two closing walls and appears to have been killed. The voiceover asks, “If you had a real life save point, you’d use it, wouldn’t you? And if you had a TV experience – better than you ever imagined – just waiting inside your PlayStation, you’d use it, wouldn’t you?” The spot ends with the tagline, “Start Vueing.”

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This is an important new chapter in the history of the PlayStation brand. With this campaign, Sony’s goal is to intrigue the PlayStation audience with an entirely new TV experience that is revolutionizing the way consumers watch – all from the familiarity of their personal devices – and get them to trial as quickly as possible.

The campaign also includes TVCs of 30 and 15 seconds, along with outdoor executions, digital, social media and experiential components.

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Sony Vue campaign credits:

  • Chief Creative Officers: Jan Jacobs / Leo Premutico
  • Executive Creative Directors: Tom Martin / Julian Schreiber
  • Art Director: Verenice Lopez, Jerome Marucci
  • Copywriter: Devin McGillivary, Steven McElligot
  • Head of Production: Cedric Gairard
  • Executive Producer: Sevda Cemo
  • Producer: Tina Diep
  • Associate Producer:  Dustin Grant
  • General Manager: John McCarthy
  • Account Director: Marc Gellman
  • Account Supervisor: Adam Rubin
  • Planning Director: Jennifer Colman
  • Associate Strategist: David Ceng

Production company: MJZ

  • Director: Fredrik Bond
  • Executive producer: Kate Leahy
  • Line Producer: Alicia Richards
  • DOP: Crille Forsberg
  • 1st Assistant Director: Mark Taylor
  • Production Designer: Petr Kunc

Post Production Company: The Mill, Los Angeles

  • Exec Producer: Enca Kaul
  • Producer VFX: Will Lemmon
  • Producer Color: Antonio Hardy
  • Shoot Supervisors: David Lawson, Becky Porter
  • Creative Director: David Lawson
  • 2D Lead Artist: Becky Porter
  • 3D Lead Artist: David Lawson
  • 2D Artists: Andy Dill, Daniel Lang, Anthony Petitti, Narbeh Maridossian, Patrick Munoz, Tara DeMarco, Steve Cokonis, Tim Robbins
  • 3D Artists: Phil Mayer, Majid Esmaeili, Steven Olson, Matt Longwell, Martin Rivera, Mike Di Nocco, Aldrich Torres, Monique Espinoza, Itai Muller
  • Matte Painting: Andy Wheater
  • Motion Graphics: Justin Demetrician, Greg Park, Andrew Marks
  • Colourist: Adam Scott
  • Art Department Coordinator: Daniel Midgley

Production Company in Prague: Unit & Sofa

  • Exec Producer: Fady Saleme
  • Line Producer: Nikola Mohorita

Radio Production Company: Sonic Union

  • Founder/Engineer: Stephen Rosen
  • Executive Producer: Justine Cortale

Producer: Melissa Tanzer

Casting Director: Maria Pappalardo

 

 

Editing House: Union Editorial

 

Executive Producer: Caryn MacLean

Senior Producer: Susan Motamed

Editor:  Patrick Ryan

Assistant Editor: Andrew Droga

Cutting Assistant: Melissa Geczy

 

 

Music House: Q Department

 

Composer: Drazen Bosnjak

Producer: Zack Rice

Assistant Producer: Guin Frehling

Mixer: Steve Rosen