• by Fern Siegel , November 9, 2023

The new cross-media campaign for PlayStation 5, “Feel it Now," runs across print, digital media and various activations.

The creative work, by adam&eveDDB, is focused on dramatic visuals and the intense heartbeat of the player who travels the PS5 universe.

The emotions in the spot are varied. From mostly pounding fear — such as facing a Clicker from "The Last of Us" —  to the pleasures of meeting mooncalves, one of the beasts from "Hogwarts Legacy."

In addition to PlayStation 5, Sony Interactive Entertainment is also debuting new hardware gaming products: the PlayStation Portal remote player, Pulse Explore wireless earbuds and Access controller for PS5.