In June 2010, Dummy Pilot convinced much of the global video game community that Sony was about to release a new PlayStation 4 console. We created two spots that appeared to show a PS4 prototype being tested in a secret Sony laboratory and posted them on YouTube one week before the 2010 E3 Gaming Conference (the largest gaming convention in the world). The campaign was ultimately reviewed by thousands of gaming sites, blogs, and forums, and to date has received almost two million views.

For complete details, download our Case Study and Fact Sheet (both in Adobe Acrobat PDF format).

You can also view the original YouTube versions, which continue to garner thousands of views per week.

Director / DP: Han West
Producer: Warren Tessler

Gamer (Trailer): Seth Paradox
Gamer (Teaser): Daniel Crouch
Female Scientist: Atsko Hirayanagi
Male Scientist: Matte Chi
Lab Technician: Sherman Lai
Game Character: Jordan Quellman