Building local love for a global brand.

Making PlayStation Arabia more relevant for Arab audiences.

Shortly after the highly anticipated launch of the PS5, PlayStation Arabia wanted to grow local brand affinity and engagement in the region. Its fiercely passionate audience was often vocal in its disappointment at seeing global content that catered to western audiences being repurposed for the region time and time again.

Freedom. were brought in to create content that makes PlayStation relevant to the region and to it’s Arab audience. We started the creation of localized campaign development and production for global brand campaigns, major game titles and hardware releases. We also created a new content pillar that consistently showed the PlayStation brand in local Arab settings resulting in strong engagement and uplift across social.

SOCIAL CONTENT CREATION • PHOTOGRAPHY • SOCIAL MEDIA STRATEGY • INFLUENCER OUTREACH