PlayStation Hyperpop DualSense Collection
Brand Campaign for Sony Interactive Entertainment
We partnered with Sony PlayStation to define a bold visual strategy for the HyperPop DualSense release—designing and animating the launch spot and key art around color, light, and material-driven storytelling to showcase a new lineup of controller covers.
what we did
We leaned into a hybrid of cyberpunk and early digital aesthetics, blending contemporary pop energy with references to dither art and lo-fi computational texture. The work feels punk and futuristic without relying on overt glitch or fragmentation, preserving clarity and keeping the controllers firmly in focus.
The graphic language was designed to amplify the controllers’ material qualities—particularly reflectivity—so that color, light, and surface interaction became integral to the storytelling. We developed the core visual system and high-end renders for use across digital and key art, resulting in a cohesive, ownable campaign identity that feels vibrant, digital-native, and distinctly HyperPop.
credits
- creative director: rob slychuk
- art director: ash thorp
- designers: ilya tselyutin, fernando lazzari, christoph gabathuler
- key art designer: ana criado
- designers/animators: charlie proctor, brandon savoy, nick woythaler, kerim camdzic
- senior producer: nicky maser
- associate producer: megan catoe
- executive producer: renée robson