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Countdown to Launch Campaign

 WHAT 

Create the logo lockup and visual for the Countdown to Launch brand campaign that will span multiple AAA title launches and used across all digital touch points. The campaign visual needs to be able to stand alone as the primary campaign visual to promote the program but also pair with AAA title key art and act as a wrapper.

 WHY 

Within gaming, midnight releases had developed into an event where people would lineup outside of retail stores in order to be the first to get a copy of a new release. In order to capture the same excitement as waiting in line or camping out overnight for digital AAA game title launches, the PlayStation Store marketing team created "Countdown to Launch." Players would receive pre-order incentives to purchase the game digitally as well as being able to watch a midnight livestream of the game with the developers. Additionally, if the digital release was pre-ordered, it would pre-load in the background and be ready to play right at midnight.

HOW 

The concept was based on the idea of a space shuttle launch, and the moment during space flight when the astronauts exit Earth's atmosphere and see the sunrise against the curvature of the Earth. The moment of the event horizon. The primary campaign visual was the complete space scene with the planet and light flare serving as a branding snipe when combined with game key art.

Primary on-console landing page
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Cinemagraph
Example of video CTA
Livestream with Countdown to Launch branding
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Game page
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Hub
ctl-hub-mock-v1.jpg
Guidelines
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