Sony PlayStation Plus

Why be one thing, when you can be anything?

Agency: adam&eveDDB

PlayStation - The All-New PlayStation Plus. Why be one thing, when you can be anything?


Sony Interactive Entertainment is pleased to debut its latest spot devoted to PlayStation Plus and acts as a metaphor for the journey that PlayStation can provide everyone.

This new film takes the viewer into a mystifying and intriguing world, showcasing all the lives that a gamer can live. It tells the story of Mr. Malcolm, an older gentleman who at first glance is any normal, unassuming man you see in the street. But, as we follow him through the city and back to his home, we start to realize the many different lives he has lived. We travel through Mr. Malcolm’s house, down into his secret basement, full of incredible objects collected from his many adventures – The BB pod from Death Stranding and Bloodborne’s Saw Cleaver, a Watcher from the world of Horizon, Jin Sakai’s mask from Ghost of Tsushima – all drawing viewers deeper into the mystery of who this man is.

This fascinating new film plays host to the perfect PlayStation hero — proof that anyone can experience the wonder of PlayStation, satisfying their thirst for adventure, exploration, and thrill. PlayStation asks audiences: Why be one thing, when you can be anything?

This professional campaign titled 'Why be one thing, when you can be anything?' was published in United States in June, 2022. It was created for the brands: PlayStation Plus and Sony, by ad agency: adam&eveDDB. This Integrated medium campaign is related to the Gaming industry and contains 1 media asset. It was submitted over 1 year ago.


Client: Sony Interactive Entertainment
Brand: PlayStation
Project/Campaign name: PlayStation Plus
Official Title (YT): PlayStation - The All-New PlayStation Plus. Why be one thing, when you can be anything?
First Air Date: 23 June 2022
Senior Vice President, Head of Global Marketing: Eric Lempel
Senior Director, Global Store & Services Marketing: Gareth Barker
Group Marketing Manager, Global Store & Services Marketing: Chris Howe
Senior Global Brand Manager: Zoë Zawada
​​Senior Staff Brand Manager, Global Store & Services Marketing: Brian Dunn
Brand Specialist, Global Store & Services Marketing: Martin Bui

Creative Agency: adam&eve ddb
Joint Chief Executive Officer: Mat Goff
Chief Creative Officer: Richard Brim
Executive Creative Director/s: Ant Nelson, Mike Sutherland
Creative Director/s: Richard Gayton, Darren Beresford
Chief Production Officer: Anthony Falco
Production Lead: Panos Louca
Agency producer/s: Hannah Needham (AV), Stephen Mead (KV)
Agency Assistant Producer: Arsalan Jamshid
Project Director: Sam McGeorge
Planning Director: David Mortimer
Managing Partner: Sarah Coleman
Business Director: Pip Shepherd
Account Director: Madeleine Burrell
Account Manager: Dyfed Thomas
Account Executive: Estella Mosca
Executive Content Director: Simon Adamson
Head of Content: Jessica Taylor
Senior Content Creative: Matthew Osborne
Legal: Trine Odin, Tom Campbell, Candice Macleod
Business Affairs: Dolores King, Layla Husted

King Henry
Head of Design: Paul Knowles
Lead Designer: Scott Silvey
Artworker: Sam Stabler

Global Business Director: Sybille Chrissoveloni
Account Director: Nicoletta Corradi
Senior Account Manager: Xochitl Cruz, Annie McMillan
Account Manager/s: Gurbir Dhaliwal
Digital Display Lead: James Brown, Marceline Le Gaufey
Operations Manager: Jon Philips
Managing Producer: Ludovica Melica
Senior Producer: Charlotte O'Reilly
Producer/s: Mandy Amoah, Marie Vivent
Senior Editor: David Smith
Hybrid Editor: Jason Fox
QC: Stuart Moore, Chloe Maudsley, James Pyne
Digital Producer: Matthew Walker
Senior Graphic Producer: Tony Hutton
Head of Language: Sarah Mrowicki
Translation Team: Veronica Viudas Garcia, Maria Dilena, Roxanne Panarotto
Creative Technology Director: Hash Milhan
Digital Design Directors: Sam Butler
Technical Lead: Ben Aldrich
Full Stack Developer: Michael Fresson
Lead QA Manager: Mark Sadler

Media agency: MediaCom

Production company: MJZ
Director: Henry Hobson
EP: Lindsay Turnham
Producer: James Waters
Production Manager: Davina Abrahams
Director of Photography: Rob Hardy
Production Designer: Pirra
Set Decorator: Neil Floyd
1st Ad: Antony Tanev
Gimbal Operator: Ivan Jelyaskov
MoVi 1st AC: Ivan Ivanov
Costume Designer: Selina Wong
Costume Supervisor: Djanina Baykoucheva
Costume Assistants: Dora Samova, Irena Tzokova, Annie Angelova
Casting Director: Hammond Cox

Service Production Company: Icon Films
Producer: Millen Nickolov, Emil Rangelov, Gergana Kuzmova
Production Manager: Alexander Peytchev
Production Assistant: Nia Meytsova
Production Coordinator: Galina Stamenkova
2nd AD: Monika Hristova
1st AC: Kaloyan Nedelchev
Prop Master: Atanos Apostolov
Props Assistant: Maria Eliza-Bankova
​​Grip: Filip Filipov, Todor Todorov, Albert Nikolinski, Bozhidar Mitzakov, Yavor Saykov, Emil Petkov, Stoyan Georgiev
Gaffer: Yavor Zahariev
Hair & Makeup Artist: Tatiana Sleptsova-Titta, Nelly Teova, Marina Boshnakova

Edit Company: Work Editorial
Producer: Ellie McNaughtan
Editor: Neil Smith, Rain Keene

Post Production: Selected Works
Shoot Supervisor: Greg Spencer
Creative Director: Greg Spencer & Jonathan ‘Wes’ Westley
VFX Lead: Francois Roisin, Paul Donnellan
2D artists: Georgina Ford, Theajo Dharan, Matt ‘Wispy’ Clarke, Leandro Vaquez, Stephanie Skarbek
3D Artists: Nigel Timms, Sebastian Kowalski, Pavel Mamichev, Mickey O’Donoghue
DMP: Amber Frisenda
Executive Producer: Alex Fitzgerald
Producer: Katie Sharpe
Colourist: Tom Poole, Company 3

Audio Post Production: 750MPH
Sound Design and Mix – Sam Ashwell
Sound Design (radio) - Mike Bovill
Senior Audio Producer – Kirsten Troy

Music Supervision: Codie Childs & Duncan Smith - PlayStation Studios, Creative Arts
Song Title: A Thousand Lives
Written by: Christopher Benstead
Produced & Performed by: Christopher Benstead


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