Following previous internal work with PlayStation, we were asked to develop brand assets into a series of TV idents, which were rolled out across all European/PAL territories from September 2009.

The breadth of content required us to devise a versatile technique for post production across all local markets, allowing the territories to swap in software pack artwork and PSP console colourways. The final result uses complex sequencing and animation trickery to bring together a slick look and feel combined with beautiful 3D environments.

We eventually produced over 80 versions of the packshot sequences, allowing for different combinations of hardware, software and the various PlayStation console sub-brands. Here’s a short selection of four. Once again we worked on these idents with director Merlin Nation and animation partners Mainframe.