‘Greatness Awaits’ in BBH’s Grand Launch Spot for the PlayStation 4

Taylor Handley is spoiling for a fight

Headshot of David Griner

While most gamers were focused this week on learning what the new Sony PlayStation 4 will look like and how much it will cost ($399), ad geeks were treated to their own big reveal: the console's new marketing campaign. "Greatness Awaits" will be the launch tagline for the PS4, and the campaign rolled out this week with a suitably epic 90-second anthem spot from BBH New York. The agency won the PlayStation account earlier this year, succeeding longtime creative lead Deutsch/LA, whose ads featuring fictional PlayStation vp Kevin Butler were roundly beloved until ending awkwardly with a lawsuit against the star talent. The new guard's inaugural work for the PS4 features actor Taylor Handley (from CBS's recently canceled series Vegas) delivering a long-take soliloquy on embracing your greatness. Speckled with cameos by game characters and self-destructing set designs, the ad ends with the actor diving into the fray to break some pirate legs and clothesline a few clowns. If those are both part of the same game, I'd be willing to pre-order a PS4 today. Credits below.


Client: Sony PlayStation 4

Agency: BBH New York

Chief Creative Officer: John Patroulis

Executive Creative Director: Ari Weiss

Creative Director: Nate Able

Copywriter: Rick Herrera

Head of Integrated Production: Justin Booth-Clibborn

Senior Producer: Jennifer Moore Bell

Production Assistant: AJ Gutierrez

Head of Account Management: Armando Turco

Account Director: Melissa Hill

Account Manager: Georgie Gooley

Account Coordinator: Marshal Kerns

Production Company: MJZ

Director: Rupert Sanders

Director of Photography: Greig Fraser

President: David Zander

Executive Producer: Kate Leahy

Producer: Laurie Boccaccio

Production Supervisor: Adriana Cebada Mora

Production Designer: Dominic Watkins

Costume Designer: Mayes Rubeo

Local Production Company: Kinema Films de Mexico

Local Production Co. Producer: Jose Ludlow

Editorial: Work Post NY

Executive Producer: Erica Thompson

Editor: Neil Smith

Assistant Editor: Healy Snow

VFX & Finishing: The Mill NY

Exec Producer: Jo Arghiris

Senior VFX Producer: Charlotte Arnold

VFX Supervisor: Iwan Zwarts

VFX Supervisor: Rob Petrie

Assistant Producer: Juan Handal

Colour Producer: Heath Raymond

Colourist: Fergus McCall

2D Lead Compositor: Iwan Zwarts

2D Compositing Artists: Kyle Cody, Dan DiFelice,

Additional: Danny Morris, John Mangia, Ilia Mokhtareizadeh, Greg Spencer, Dan Giraldo

2D Conforms and Cut-downs: Jade Kim

3D Lead Artists: Rob Petrie and Joji Tsuruga

3D Lead Lighter: Olivier Mitonneau

3D Animators: Jeff Lopez, Alex Allain, Tyler Hurd

3D Artists: Olivier Varteressian, Per Bergsten, Ivan Luque Cueller, Billy Dangyoon Jang, Boris Ustaev, Hassan Taimur, Ruben Vandebroek, Tim Kim

3D MASSIVE: Wyattt Savarese, Ed Hicks, Hassan Tuimir

3D FX: Nick Couret, Ian Baxter, Phil Mayer, Cedrick Grousse

Matte Painting: Can Y. Sanalan

Title Design: Mario Stipinovich, Tetsuro Mise, Eugene Kolb


LIDAR services provided by Scanable: Travis Reinke

Rotoscoping provided by: Trace VFX

Sound Designer: Brian Emrich at Trinitite

Music: Woodwork Music

Music Producer: Andrew Oswarek

Composer: Phil Kay

Mix: Sound Lounge

Mixer: Tom Jucarone

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."