The PS3 was built to be much more than a gaming system. The problem was, after a year of existence the only people buying the PS3 were hardcore gamers.

Introducing Kevin Butler, PlayStation’s new VP of, well, everything.  


Our campaign helped the PS3 outsell the XBOX360 for the first time ever, for 13 consecutive months. Soon after, Kevin Butler introduced a new era of motion control gaming with the PlayStation Move.