God of War was PlayStation’s most anticipated game launch of the year. To tell the biggest story in the console’s history, we used the biggest canvas we could find.

The activation was a first of its kind. Surprising and immersing fans into the action.

The 5-minute projection took place at the Oracle Arena, former home to the Golden State Warriors. It brought together four production partners armed with the latest in CGI, forced-perspective projection and spacial audio to turn every inch of the court into a show-stopping experience.

Time was the biggest determining factor.

The entire experience had to be executed, filmed, edited and shared in the 15-minute halftime window during a live basketball match.

The launch was complete with a TV spot, exploring the different areas of the game world and the father/son relationship.

The TV spot was directed by Maxime Luere at Unit Image and the activation was directed by Tomasz Baginski and orchestrated by the team at Platige.