Balenciaga

Mobile game. 

 In a groundbreaking departure from traditional fashion marketing, the Yeezy Gap Engineered by Balenciaga collaboration launched not with a typical lookbook, but through an innovative, retro styled, mobile game. This unique project, born from a creative partnership with Demna and Ye, seamlessly blended the worlds of high fashion and digital gaming, reflecting the concept that life mirrors video games and vice versa.   

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.

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.
 

CGI  I  AR  I  FASHION