PlayStation Arabia · Summer campaign 2026
Play Your Way.العب بكيفك
The client wanted software at the centre of summer, one idea that worked across social and YouTube, and a series that moved past trivia. The answer was a road trip: every destination a different PlayStation world, every route your own.
- Client
- Sony Interactive Entertainment MEA, via ITP Gaming
- Live
- July to September 2026
- Channels
- Instagram, Facebook, X, YouTube
- My role
- Creative lead. Identity, stamp and van system, animated intro and outro, social executions, series art, voting and participation mechanics.
01 · The idea
Every road leadssomewhere different.
Play Your Way speaks to core players: no two people play the same way, and the summer line-up (Ghost of Yōtei, Resident Evil Requiem, 007 First Light, Death Stranding 2 and more) gave a reason to show up every week for content that reflected their genre and their playstyle.
The look: PlayStation blue meets summer, hand-crafted typography, open landscapes and the freedom of the road. Regional landscapes and localised logos where they exist, so Death Stranding 2 gets its desert and Ghost of Yōtei its Arabic title.
02 · The system
A stamp, a van anda torn edge.
Three stamps, title cards, banners for every channel, an animated intro and outro in 16:9 and 9:16, a lower third and a van transition. Enough parts to build a month of content without repeating a frame.
Vertical intro and outro for Reels, Shorts and Stories.
03 · Social executions
Postcards, platesand a plane seat.
The road-trip frame gave every post a job. Postcards from game locations, licence plates that hid a title, and a long-haul flight where you pick who you sit next to. Which plane seat? drew 631,753 views and 10,875 interactions in August.
Greetings from Raccoon City, Havana, Ezo, Seattle, Carcosa and Malevelon Creek. Postcard carousel.
Crack the code. Three licence plates, three summer titles.
04 · YouTube series
Destination for Play
Three episodes. The PlayStation Arabia host picks up a guest in a camper van with a fully branded interior, drives to a UAE location dressed as a PlayStation world, and solves riddles from a mystery box on the way to a gameplay challenge. Filmed over three days, forty-two hours of production.
Episode thumbnails. Locations were cast against the games: Hanging Gardens of Sharjah for Yōtei, an abandoned petrol station for Resident Evil Requiem, a private jet terminal for 007.
My role
- Campaign identity and tagline development
- Stamp, van and title system
- Animated intro, outro and transitions (with the motion designer)
- Postcards, plates, plane seat and Build Your Backpack
- Episode art and thumbnails
- Concept deck with the account team
With
- ITP Gaming account leads (client submission)
- PlayStation Arabia host and production crew
- ITP Gaming motion designer
Concept proposals were submitted to the client by the ITP Gaming account team; the identity, design system and social executions are my work.
05 · The participation chapter
Then we asked people to pack a bag.
Continue