Back in 2006, artist Phil Toledano did a photos series of the difference faces gamers make while playing. Now in 2009, Sony is doing the same.
About his original photos, Toledano said this, "I wanted to take portraits of people that would reveal a hidden part of their character. So I had them play video games."
The PS3 Slim Sony campaign is called "Play Face" and currently features celebrities.
Kotaku contacted Toledano about the PS3 campaign. His reply: "It pretty much looks like they happily ripped me off..."
Sony has launched an official website for the campaign and is even planning on photographing regular gamers in Tokyo and Osaka as they play through PS3 titles. These photos will be uploaded to the Play Face site, were users can vote for their favourites.
This certainly does not seem like a parody of Toledano, but, as the artist pointed out, a rip-off. We're venturing into legal territory here, folks.