Sony PS3 - This is Living

The seductive, ludicrously shiny black casing of PS3, marked with the iconic lettering of the PS3 logo, disintegrates into a thousand pieces before re-forming into a bold, bubbly font spelling the words This is Living, a logo in itself which beats like a heart twice 'up-close' and then twice 'distant' (repeat)...

The sequence, which you can see in its entirety below, was revealed in Germany last week at the Leipzig Games Convention, in between a line-up of updated trailers (see them in HD here) at Sony's public booth. Yet, despite some 150,000 consumers and 2,000 journalists being present at the event, the first evidence of the slick branding seems to be on this very page.