“Playface” is the new, truly expressive branding campaign via agency Wieden+Kennedy Tokyo for PlayStation in Japan. Directed by Partizan Dark Room’s Timothy Saccenti and edited by Dayn Williams of Cut + Run, both of whom traveled to Japan for the project, the “Playface” campaign shows a cross section of 50 Japanese gamers, displaying a range of emotions while playing PlayStation.

http://cutandrun.wiredrive.com/l/p/?presentation=f775f2d1842bed3deac0b153ad19fe94

Dayn Williams was asked to come on board by +cruz, Creative Director at Wieden+Kennedy Tokyo. Having worked together on the Nike “Like Love” Campaign, Williams was +cruz’s natural choice. Dayn approached the project with a complicated ”frame cutting” technique. He was also involved with the entire creative process, working closely with the agency, director and the color correction and effects talent during each phase of production.

The TV commercials are part of an integrated campaign that includes print and web, including a series of live events and an interactive “Playface” competition.

Client: Sony Computer Entertainment Inc.
Campaign: PS3 Playface

Agency: Wieden+Kennedy Tokyo
Executive Creative Director: Sumiko Sato
Creative Director: +cruz
Art Director: Shane Lester, +cruz
Copywriter: Andrew Miller, Hiroshi Kuyama
Agency Producer: Kenji Tanaka, San Takashima

Production Company: Partizan Darkroom, London
Director: Timothy Saccenti
Producer: Russell Curtis

Production Service Company: Camp Kaz, Tokyo

Editorial Company: Cut + Run
Editor: Dayn Williams

Colorist: Stefan Sonnenfeld/Company 3
Flame: Alex Brodie/Digital Garden