Game Design and Aesthetic
The game featured straightforward gameplay where players ascended through the air, capturing doves to power further ascent and increase their score. What set the game apart was its avatar creation process, serving as the digital lookbook for the fashion launch. Utilizing cutting-edge WebGL-based 3D graphics reminiscent of late '90s video games, the avatars featured a polygons and pixelated look while maintaining the silhouette and vibe of the line. Players could choose a male or female avatar, customize skin tones, and outfit their characters in detailed renditions of the collection’s attire, exploring each look from all angles.
Marketing Integration
The avatars and in-game looks extended beyond the game, forming the core of the traditional marketing campaign. This imagery populated billboards, posters, in-store collateral, and video displays, creating a cohesive visual identity that was both nostalgic and contemporary.
Atlanta
Romania
Madrid
Milan
Tokyo
Dubai
Launch and Impact
The project culminated in a campaign that was played millions of times. The game's success was a testament to the innovative approach of integrating fashion with interactive digital media, making a significant impact. This project was a unique opportunity to fuse cutting-edge fashion with pop culture and interactive technology, showcasing a minimalist yet profound interpretation of modern consumer engagement.
