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Sony has released a campaign that mashes together computer-game and real-life imagery to promote its latest console, the PlayStation 4. The spot, created by 180 Amsterdam, is shot in the first-person perspective. In it, the narrator jumps into a cab driven by Ryu – the lead character from Street Fighter – and discusses how the PlayStation 4 is for "those that leap into battle in the blink of an eye" as all around him turns to chaos. The work was written by Enrique Reija Menéndez, art directed by Ed Ryder and directed by Scott Lyon through Outsider. Post-production was by Electric Theatre Collective.