Gucci Beloved Bounce

Objective

Gucci created an interactive gaming experience as part of its 2021 'The Beloved Show' campaign, a celebrity-driven initiative exploring the concept of 'beloved' through fashion and storytelling. The voice-controlled game served as an engaging promotional touchpoint, extending the campaign narrative into an interactive format available on the Gucci App to build brand engagement among campaign audiences.

Solution

Gucci Beloved Bounce is an audio-responsive platformer game where players use their microphone to control jumps between floating cubes, navigating toward 'The Beloved Show' destination within a time constraint. Built with WebGL, Three.js, and Vue.js, the experience features a fashion-forward aesthetic with teal, coral, and golden color accents, responsive design across devices, and gesture-based interactive controls integrated into the Gucci App's suite of virtual experiences.

Results

The experience received recognition as an Awwwards Honorable Mention in June 2021, with 15 of 41 community votes and overall ratings of 7.85/10 across design, usability, and creativity categories.