Diesel Metamorph Experience
Open the game- Brand
- Diesel
- Year
- 2023
- Objective
- Product launch
- Industry
- Fashion
- Mechanic
- Multiplayer
- Platform
- Web
- Agency
- Artificial Rome
Objective
Diesel launched the VERT watch collection (priced $350–$425, limited editions) as part of a global Web3-forward campaign to position the brand as a pioneer at the intersection of digital and physical retail. The campaign aimed to drive engagement with younger audiences and demonstrate how NFT-based product extensions could create exclusive digital experiences tied to physical merchandise.
Solution
The Metamorph Experience was built in Unreal Engine 5 with pixel-streaming technology, creating a multiplayer narrative game set in the fictional land of Tempus. Players (both watch owners with NFT access and free-to-play participants) collaborated on quests to 'reactivate time,' with digital avatars undergoing a three-phase metamorphosis evolution. The experience bridged online and offline: five flagship retail locations (Paris, New York, Barcelona, Las Vegas, Tokyo) featured 90-inch interactive vertical touchscreens with gesture-recognition cameras that converted visitors' physical movements into real-time 3D skeletal data, synchronizing their actions with remote online players. The campaign culminated in a virtual concert by artist Lil' Dre. Launch date: November 2, 2023; digital entry point: vert.diesel.com; out-of-home advertising in 30+ cities.
Results
The Diesel Metamorph Experience received FWA of the Day status and CSS Winner recognition.
