According to the Superfad team, the spot was designed for a "sophisticated audience who would appreciate the notion of controlled chaos." Using a sculptural approach, Superfad envisioned a console from which hyper-real glossy worlds burst forth and contract, while the viewer is plunged seamlessly from one gaming experience to the next.

Dynamic shifts and integrated macro transitions are a key part of this intense commercial, which was produced as 60 and 30-second spots using Maya and AfterEffects.
Animation/Visual Effects: Superfad LA

Airdate: 11/2/07

Client: Sony PlayStation
SVP Marketing: Peter Dille
Director, Prooduct & Online Marketing: Susan Nourai
Director of Software Marketing: Jeff Reese
Marketing Manager: Kim Nguyen

Advertising Agency: TBWA\Chiat\Day LA
Executive Creative Director: Rob Schwartz
Creative Directors: Brett Craig/Nick Davidge
Executive Producer: Anh-Thu Le
Producer: Jane Krull
Copywriter: Allan Manaysay
Art Director: Jamin Duncan
Management Supervisor: Jiah Choi

Animation/Visual Effects: Superfad LA
Artists: Kevin Lau, Will Johnson, Will Campbell, Andy Kim, Glenn Suhy, Ian Mankowski, Dylan Spears, Todd Erickson, Robert Vaindiner, Matt Lavoy, Erik Lee
Creative Director: Frank Pichel
Art Director: Kevin Lau
Exec. Producer: Kevin Batten
Producer: Danielle Hazan

Editorial Company: Superfad
Editor: Charles Jensen

Online Editorial: Vendetta Post:
Inferno: Fefo De Souza

Music Editing: Elias Arts
Producer: Kala Sherman
Creative Director: Dave Gold

Music Track: "Ladies and Gentlemen" by Saliva

Sound Designer: Brian Emrich of Trinitite Inc.

Audio Mix: Margarita Mix
Mixer: Nathan Dubin


about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Leave a comment