PlayStation

For the Australian launch of PlayStation’s global It Happens on PS5 campaign, Apparition Media transformed a vacant block in Brisbane’s Fortitude Valley into the aftermath of an unexplained extraterrestrial event. At the centre was an 18-metre-long, life-size spaceship, appearing to have crashed through a giant hand-painted portal and into the site below.

The scene was brought to life with rubble, smoke, hidden PlayStation Easter eggs, projection mapping and actors posing as secret agents and hazmat-suited investigators. Sitting somewhere between outdoor advertising, a film set and live theatre, the activation gave people something to investigate, photograph and share, becoming the first physical activation of the global It Happens on PS5 campaign.