PlayStation’s internal Creative Services department evolved into a multidisciplinary team during the PS4 lifecycle. We recognized an opportunity to significantly elevate our marketing impact. Because we were already generating high-fidelity 3D assets for packaging key art, we began producing premium, full-CG promotional media. By unifying our print and motion pipelines, we successfully launched our first fully in-house CG spot for the highly anticipated Star Wars console. The campaign's massive success proved our team's technical ability and established a new creative avenue, producing a CG showcase for every Limited Edition PS4 release that followed.