WD_Black x PS5
Co-branding WD_Black's first officially licensed PS5 drive
Role:
Design Director
Team:
Enri Moreno
Chandler Johnson
Photo/Video Production:
James Chiang
Andy Hoffman
Stoodily DoodleyO
Post Production:
Sonder Edits
Work done at Astro Studios
The WD_Black team came to us to help market a new product—the first officially licensed drive for PS5. Leveraging the guidelines we had previously developed for the WD_Black brand, we were tasked with figuring out how to approach co-branded surfaces, including packaging, product photography, video, and marketing assets across all channels. The brand needed to maintain its unique voice in the gaming market while simultaneously living within the PS5 world in a cohesive way. Working with their internal team, as well as maintaining approvals from the PS5 licensing team, we developed packaging guidelines along with print-ready production files, as well as concepting and art-directing a photo + video shoot, which included a series of product announcement videos, a how-to install video, and a set of product images to be used across all channels. The result was a sucess in expanding the WD_Black brand while also elevating the exclusive partnership with PS5.
Leading with packaging, the primary challenge was to establish the balance of both brands on one surface. Living at opposite ends of the color spectrum, each brand had a distinct look and feel that needed to blend together. Through a landscape audit and multiple rounds of concept generation, we landed on an approach that lives comfortably within the PS5 ecosystem, emphasizing the fact that the product is officially licensed, while pulling in design cues, typography, and print finishes from the WD_Black world.
Final Images:
We captured product photography in both color-treated and white studio light, to provide the widest range of flexibility in use across the various channels—including social, conferences, and retail partners.
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