Sony PlayStation's "Future of Play" Billboard

Sony PlayStation tasked Lightblue WW with creating a billboard that would stand out on one of the busiest highways in the world, Sheikh Zayed Road. To deliver on the brief, our in-house team designed a billboard that would utilise 3D elements and perspective to draw attention from those that passed by. With our production partners, we would recreate the PlayStation hardware in a giant-sized format that sat beneath the PlayStation logo, that only fully came together as drivers passed by. This was then fully lit to ensure it stood out on the side of the road both night and day.