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Never Stop Playing 

Objective: Ideate and execute a creative and press-worthy launch event for the PlayStation Vita to communicate the revolution of the handheld device.

Strategy Design and produce an integrated event experience that allows celebrities, influencers and media elite to put their life into play. Gift the device upon arrival and create a series of experiences using state of the art projections and video mapping to immerse the guests into the world of Vita, truly highlighting the latest technology embedded in the device. 

Results: Hijacked a warehouse in Hollywood and transformed it into part old school rave, part futuristic gaming experience. 350 people interacting with the device at the same time while sharing their stories across their favorite social media channels, resulting in earned media across leading outlets including several segments on E!