Sony Launches Global ‘It Happens on PS5’ Campaign with Eye-Catching 3D Wolverine Installation in Antwerp

<< Press Release >>

Sony PlayStation has officially kicked off its new global campaign, It Happens on PS5, celebrating unmissable, pop-culture-defining gaming moments.

Accompanied by a fast-paced commercial featuring everything from NBA star Giannis Antetokounmpo causing streets to shake to high-speed jetski chases, the initiative bridges the digital and physical worlds through creator partnerships and striking local street activations.

As part of the campaign’s Belgian arrival, an eye-catching 3D billboard has been erected on the Volkstraat in Antwerp. The installation features three diagonal parallel slashes slicing through the banner to mimic Marvel’s Wolverine’s iconic claws. Crafted with physical 3D elements to create real depth, the display gives passersby the impression that the claws are physically tearing through the street advertisement.

The installation marks the start of a packed release schedule for the console heading into the fall and early next year:

• Marvel’s Wolverine: Releasing September 15, 2026.
• Grand Theft Auto VI: Releasing November 19, 2026, taking players to the expansive region of Leonida.
• God of War: Laufey: Releasing February 16, 2027.

Alongside upcoming titles, the campaign highlights currently available experiences, including espionage thriller 007 First Light, superhero fighter Marvel Tōkon: Fighting Souls, and open-world adventure Marvel’s Spider-Man 2.