Description
Sony Interactive Entertainment, the company behind the PlayStation brand, today debuted the next chapter of its global 'It Happens on PS5' brand campaign, celebrating the unforgettable moments that PlayStation 5 makes possible.
With an unmissable lineup of iconic games available now and arriving soon on PS5, this campaign is designed to share with players that there has never been a more exciting time to play.
Building on the excitement of last year's 'It Happens on PS5' launch, the integrated campaign is fully focused on PS5’s outstanding portfolio of games. From new stories featuring legendary Marvel characters in Marvel’s Wolverine as well as 007 First Light, and God of War Laufey, to the highly anticipated release of Grand Theft Auto VI, the most-exciting adventures ahead will happen on PS5.
Anchoring the campaign is a high-energy hero film that captures the anticipation surrounding these anticipated gaming experiences. The spot takes viewers on a fast-paced journey, featuring larger-than-life moments, from Giannis Antetokounmpo’s elite basketball skills that get the streets bouncing to an exhilarating high-speed jet ski chase.
The brand plans a full 360-degree campaign including social, digital, out-of-home, creator partnerships and immersive activations, bringing the excitement of 'It Happens on PS5' to audiences around the world. From large-scale special builds to creator-led storytelling, every touchpoint celebrates the moments that players won't want to miss.
This professional campaign titled 'It Happens on PS5' was published in United States in August, 2026. It was created for the brands: PlayStation and Sony Interactive Entertainment, by ad agency: adam&eve\TBWA. This 360° medium campaign is related to the Gaming industry and contains 4 media assets. It was submitted 9 minutes ago.
Credits
Client: Sony Interactive Entertainment
Brand: PlayStation 5
Campaign: PlayStation 5: It Happens on PS5
First Air Date: August 17
Client: Sony Interactive Entertainment
Senior Vice President, Business: Eric Lempel
Senior Vice President, Marketing: Mary Yee
Vice President, Global Brand Marketing: Isabelle Tomatis
Senior Director, Global Brand Marketing: Adam Grant
Group Manager, Global Brand Marketing: Jayne Murphy
Senior Manager, Global Brand Marketing: Dianne Segovia
Senior Manager, Global Brand Marketing: Mattia Maccario
Senior Manager, U.S. Brand Marketing: Gustavo Alvarado
Brand Specialist: Gopika Pradeep
Senior Manager, Creative Agency and Localisation: Renee Holt
Localisation Specialist: Matthew Vassell
Director, Brand Creative: Sugai Seigo
Senior Lead, Global Connections Strategy: Liam Hannan
Media Planner: Alexis Velasco
Media Planner: Thomas Carpino
Global Campaign Manager: Brian Dunn
Sony Interactive Entertainment Music, Manager: Codie Childs
Agency: adam&eve\TBWA
Chief Executive Officer: Miranda Hipwell
Creative
CCO: Ant Nelson, Mike Sutherland
ECD: Mark Shanley
CD: Jane Barker
Social Creative: Molly Johnstone
Production
Head of Production: Nick Godden
Integrated Producer: Olly Ravaux
Production Assistant: Merle Aylott
Planning
Planning Director: David Mortimer
Account Management
Managing Partner: Fay Taylor
Business Director: Nick Wilkie
Account Director: Sophie Eyre
Account Manager: Tatty Milliken
Project Management: Linda MacFarlane, Jade Rossouw
Legal: Candice Macleod
Business Affairs: Dolores King
Design
Head of Design: Scott Silvey
Designer: Roberto Celentano
Designer: Aaron Moss
Designer: Aaron Janagal
Audio/Visual
Production Company: Stink Films
Director: Felix Brady
Producer: Ash Lockmun
Executive Producer: Blake Powell
Director of Photography: Anna Smoronova
Production Designer: Chloe Brady
1st Assistant Director: Ty Hack
Service Company: Radioaktive
Executive Producer: Kate Galytska
Producer: Lorenzo Haman
Production Manager: Paweł Młynarczyk
Production Coordinator: Iza Sandomierska
Production Coordinator: Gosia Kowalewska
Production Assistant: Andrew Shpak
Talent Coordinator: Anna Pastuszak
Editing Company: Cabin
Editor: Fouad Gabor
Producer: Clel Allen
VFX: 1920
Creative Director: Bill McNamara
Executive Producer: Ross Culligan
VFX Producer: Heather Brown
Senior VFX Coordinator: Jacob Rochester
3D Supervisor: Mike Farrar, Chris King, Richard Coley
2D Supervisor: Chrys Aldred, Jamie Stitson, Weronika Holak
VFX Artist: Amresh Kumar, Ian Copeland, Lucas Warren, Kai Davies, Alejandro Marzo, Rakhahari Ghosh, Loredana Gangemi, Matilda Craig, Taylor Hawker, Tony Wells
3D Artist: Agustin Schilling, Andreas Georgiou, Girish G R, David Rencsenyi, Juan Francisco Saravi Migliore, Ashwin Mahajan, Charlie Wilson, Joe Baker, Monika Lesiecka, Oscar Carambano, Sean Penrose, Victor Vinyals, Will Davies
DMP: Winnie Choudhary, Adam Leary, Jordan Haynes, Aurelien Ronceray, Gerard Dunleavy, David Fernández Girón
Colour: Kai van Beers
Audio Postproduction: 750mph
Sound Engineer: Sam Ashwell
Sound Design: Jake Ashwell, Olivia Ray, Rachel Saxon
Key Visual & Social
Social Production Company: Stink
Managing Director: Andrew Levene
Director: Jan Ruttner
DOP: Mikuláš Hrdlička
Producer: Fred Qvortrup
Service Company: Radioaktive Film, Warsaw
EP: Kate Galytska
Producer: Lorenzo Haman
PM: Paweł Młynarczyk
Production Coordinator: Iza Sandomierska
1st AD: Kuba Wielecki
1st AC: Michał Konopka
2nd AC: Bogusław Jarzyński
Gaffer: Mateusz Kuźniak
Props: Filip Brodnicki
H&MUA Assistant: Ania Romaszko
Stylist Assistant: Martyna Pawlik
Location Manager: Kama Trzaskowska
Chaperone: Ania Kowalewska
Driver: Mateusz Chmielnicki, Maks Popławski
Editor: Cabin Editors
Editor: Fouad Gabor
Producer: Clel Allen
VFX
Creative Director: Bill McNamara
Executive Producer: Ross Culligan
VFX Producer: Heather Brown
Senior VFX Coordinator: Jacob Rochester
VFX Supervisor: Mike Farrar, Weronika Holak
VFX Artist: Ian Copeland, Lucas Warren, Kai Davies, Alejandro Marzo, Rakhahari Ghosh, Gijo George, Stalin Balan, Girish G R, David Rencsenyi, Juan Francisco Saravi Migliore, Ashwin Mahajan
DMP: Winnie Choudhary
Colour Grader: Kai Van Beers
Audio
Sound Studio: 750 mph
Sound Designer: Sam Ashwell, Jake Ashwell, James Radford
Producer: Olivia Ray
Full Motion DOOH
Editor: James Ireland
Producer: Tarik Haksever
Producer: Sam Atkin
Designer: Sam Harris
OOH Artwork
Retouching: Jon Webb
Studio Manager: Richard Rigby
Artworker: Sergio Bonillas
Artworker: Marina Gonzalez
Digital
Digital Designer Manager: Alberto Sánchez
Senior Digital Designer: Carmen Cuenca
Campaign Developer: Juan Manuel Pérez
Front End Developer: Ignacio Hernandez
Senior Digital Producer: Sofía Vélez
Account Manager: Ángela Gil
Localisation Team
Global Business Director: Sybille Chrissoveloni
Senior Account Director: Theo Tsangarides
Client Director: Alistair Eglinton
Senior Account Manager: Marco Muscolino
