Sony challenged Digital agency Collective London to create an immersive experience that gave players a taste of the new PS4 game, InFAMOUS: Second Son, building excitement around the launch without giving too much away.
The model team set about creating a scale miniature of a checkpoint from the game, complete with real buildings, vehicles and street furniture – and used real explosives to spectacularly raze it to the ground.
Meanwhile gamers’ mobiles were transformed into deadly weapons, able to fire smoke grenades and neon blasts that wreaked havoc on their desktop screen.
Awesome Films orchestrated the live action filming for the project, shooting exploding models for various scene elements including an armoured car in green-screen.
Rolled out across 24 European territories, the experience attracted over 100,000 users, saw a 50% engagement rate and helped inFAMOUS Second Son become the first next-generation title to reach one million pre-orders.
This clip from Collective London takes us behind the scenes on set.