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.  

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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.