A new expression
of play.
How do you make one of gaming's most recognizable controllers feel entirely new? For PlayStation's HyperPop DualSense Collection, the opportunity was to turn a bold new look into something bigger than a product launch. To create a world around the collection that felt as expressive, energetic and culturally connected as the players it was made for.
We started with the product itself.
Its vivid colors, reflective surfaces and distinctive material qualities weren't simply features to showcase. They became the inspiration for an entirely new visual language. Working with PlayStation, we brought together creative thinking, design, filmmaking and animation to give HyperPop an identity with its own unmistakable attitude.
Inspired by the collision of cyberpunk, early digital culture and contemporary pop, we created a world where light, color and movement bring the controllers to life.
Lo-fi digital textures meet beautifully rendered surfaces, creating a visual tension between the raw and the refined. The idea extended naturally from the launch film into key art and digital experiences, each expression unmistakably part of the same world.Inspired by the collision of cyberpunk, early digital culture and contemporary pop, we created a world where light, color and movement bring the controllers to life. Lo-fi digital textures meet beautifully rendered surfaces, creating a visual tension between the raw and the refined. The idea extended naturally from the launch film into key art and digital experiences, each expression unmistakably part of the same world.
The result is a campaign that doesn't just show off a new collection. It gives HyperPop a personality of its own, transforming the design of a familiar product into something fresh, expressive and impossible to mistake for anything else.
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credits
CREATIVE DIRECTORrob slychuk ART DIRECTORash thorp |
DESIGNERilya tselyutin KEY ART DESIGNERana criado |
DESIGNERS/ANIMATORcharlie proctor SENIOR PRODUCERnicky maser ASSOCIATE PRODUCERmegan catoe EXECUTIVE PRODUCERrenée robson |