Sony Interactive Entertainment / PlayStation
50-Market Global Campaign Delivery
Client: Sony Interactive Entertainment
Agency partner: Omnicom Production (formerly adam&eveDDB)
Scope: Senior Producer resources supplied for global campaign delivery across 50 markets
The Challenge
The brief was ambitious in every dimension: high asset volume, a compressed timeline, localisation across 50 markets and a client of PlayStation’s scale and standing. The account team, the internal creative teams producing US master formats and the localisation workstreams all required clear, confident coordination across every stage of the process.
The Approach
End-to-End Production Ownership
ADPTD supplied Senior Producer resources to take ownership of production from the outset. Every dependency was mapped, every market was sequenced and every handover point was managed with precision. Clear ownership across the production removed ambiguity and kept the process moving at pace.
Creative and Localisation Coordination
ADPTD worked directly with the agency’s creative teams producing the master formats, coordinating feedback, revisions and sign-off while managing the localisation schedule across all markets in parallel. The two workstreams were run as a single coordinated system rather than separately managed tracks.
Consistency Across 50 Markets
Asset creation and localisation across all 50 markets was managed with meticulous attention to quality and consistency. Every output was reviewed and approved to the same standard, regardless of the market or the timeline pressure at that stage of the delivery.
The Outcome
- 50-market campaign delivered within a compressed timeline
- High creative and technical standards maintained across all outputs
- Clear coordination across account, creative and localisation teams throughout
- The quality of this delivery led directly to ADPTD being invited back to supply resources for the FIFA 22 campaign and, subsequently, to provide interim digital team leadership and the JetBlue Studio commission
In their words
“A fresh perspective and digital expertise, delivering bespoke solutions and elevating the overall advertising experience.”
What this demonstrates
Sony Interactive Entertainment is one of the most recognised brands in the world. Delivering a campaign of this scale, across 50 markets, for a client of this standing, requires more than production competence. It requires the kind of operational clarity and quiet confidence that keeps everyone around you performing at their best, even when the pressure is significant.
That is what ADPTD brought to this brief. And it was the foundation on which everything that followed was built.
