Mountain
- Brand:
- PlayStation 2
- Agency:
- TBWA United Kingdom
2004FilmVideo · YouTube
Timeless principle
Turn a human instinct into an unforgettable visual metaphor.
The idea
Turn thousands of people climbing over one another into a living mountain of human ambition.
Why it works
The impossible mass is immediately readable as competition, desire and collective struggle. Individual stories disappear into one monumental image, matching PlayStation’s invitation to a world where everyone wants to reach the top. Scale makes the metaphor physical.
