PlayStation Australia Recruits YouTube Comedians Fairbairn Films For Latest Campaign
PlayStation Australia has partnered with YouTube comedian-duo, Fairbairn Films, for a VFX-led content play, via earned creative agency Poem.
Weapons and gadgets are at the heart of all Ratchet & Clank games, with the weird and wonderful creations keeping fans entertained throughout. The video pays homage to this, using visual effects from the developers Insomniac Games.
Avid gamers and YouTube stars from South Australia, Lachlan and Jaxon Fairbairn bring to life the rifting chaos, which is central to the new game. The pair enter inter-dimensional chaos as Jaxon gets to grips with the rift-inducing Omni Glove. Other weapons and gadgets including the Cold Snap, Topiary Sprinkler and Negatron, all featured in Ratchet & Clank: Rift Apart also make an appearance.
“With this launch we wanted to do something that really brought the game to life – taking it out of the PlayStation 5 console and straight into people’s feeds,” said Patrick Lagana, Director of Marketing at Sony Interactive Entertainment Australia. “The team at Fairbairn Films have grown up playing this franchise, so a partnership with them felt like a perfect way to launch the title.”
Matt Holmes, Executive Creative Director at Poem said, “Creating social-first content that earns attention and people genuinely care about is something we’re passionate about. By using official VFX assets from the developer, Insomniac Studios, and selecting authentic and upcoming Aussie social talent like the Fairbairn boys enabled us to bring the game to life locally, in a fittingly bizarre and fun way to both our core gaming and a mainstream Australian audience.”
Fairbairn Films Rift into Another Dimension runs across PlayStation Australia-owned social channels, Fairbairn Films social pages, with paid digital implemented by MediaCom.
Campaign credits:
Client: Sony PlayStation Australia
Product: PlayStation®5
Creative concept: Poem
PR, Talent & Social Media: Poem
Production and editing: Poem Studio & Sure Studios
Media: Mediacom
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