Since its launch, The Playstation 5 has seen enormous success and short supply. Yet while there is high demand, limited storage space is proving to be the primary pain point of the console. The PS5’s internal storage drive provides fast loading times and, in theory, a large amount of storage space but it’s not enough for the huge PS5 Games —and it’s a huge pain point for power users. A June 2021 firmware update presented a fix: it activated the PS5’s M.2 expansion slot, allowing users to add a compatible 3rd party drive to increase their storage space.

The Samsung 980 Pro SSD, with 1TB and 2TB options, meets and exceeds the requirements to be compatible with the PS5 firmware update. Supporting Razorfish Chicago as an Art/Creative Director, we were tasked with coming up with ways to capitalize on this opportunity. The ask? Increase Samsung’s brand awareness with Playstation for all things memory and drive sales before, during and after the firmware launch.

Samsung is widely respected in the gaming category for the speed of its SSDs. We explored ‘faster’ as one of 980 Pro’s unique selling propositions, based off a blurry print ad. Below, samples of the much larger integrated campaign that was kneaded out and presented to Samsung three weeks later.