TBWA Media Arts Lab

Screenwriter Kurata meets his granddaughter Yui, who has traveled 50 years into the past to warn him that if he doesn’t rewrite his TV drama script, the entire genre of television drama will vanish in the future. As they fight to preserve the future of the medium, they are forced to reckon with the consequences of their actions—at the cost of Yui’s very existence.

Double Life is a television advertisement released in 1999 by SCE Europe. The 60-second long ad – conceived and written by copywriter James Sinclair, art director, Ed Morris and Trevor Beattie (creative director) – shows 19 PlayStation players discussing their gaming experience with the console. The ad was the most highly awarded in the world in 1999/2000 and has gone on to gain cult status.