THE UNTIL DaWN INDEX

Challenge

Present the game as the ultimate and most terrifying gaming experience. 

 

Background

Terror games have been always shown in a very predictable format, not realistic and not very differentiated, which has made terror games to be underestimated.

With Until Dawn, an inmersive gaming experience not just for gamers bu also for horror fans, we had the unique opportunity to demonstrate PlayStation is the best gaming experience.

Insights

We love to live first person experiences and share them on social networks.

 

THE IDEA

“The Until Dawn Index" 

Measure fear for the first time ever by creating the Until Dawn Index; an index that shows the fear we experience when playing. We turned spectators into players by creating a machine which measures fear by measuring blood pressure, breathing, balance and eye thermal agitation, so we invited gamers, professionals and influencers to try it to feel the experience of the game.

Thanks to this we were able to show that Until dawn is the most terrifying experience and that PlayStation is the best gaming platform.