Burst
- Brand
- Gucci
- Year
- 2021
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Superhero Cheesecake
Objective
Gucci needed a digital moment around the launch of the Basket sneaker that would hold people's attention longer than a banner or a lookbook. It handed Amsterdam studio Superhero Cheesecake full creative freedom to build a game concept around the shoe itself, pulling both the mechanic (basketball) and the look straight from the product so the experience would read as that sneaker. The push also served a broader goal: staking Gucci's claim as the leader in luxury fashion's digital space.
Solution
Players open the game straight in their phone's browser, no install, and take control of a Gucci Basket sneaker as it launches into an endless run through a field of flying geometric shapes. A swipe flicks the shoe between three lanes, dodging what's in the way and grabbing pickups along the route, with power-ups that slow time or multiply the score. The run is split into stages rather than one flat sprint: each stage that's cleared pushes the pace faster and drops the player into a new backdrop, racing down a warp-speed tunnel. There's no finish line — a run ends the moment a dodge is mistimed, and the player jumps straight back in to beat their own distance.
- 1
The player opens the browser game at gucciburst.gucci.com, which loads behind a Memphis-graphic splash screen and then presents an animated landing scene built around the Gucci Basket sneaker, inviting the player to start a run.
- 2
Once the run begins, the Gucci Basket sneaker races forward on its own through a landscape of flying geometric shapes; the player does not control speed, only the sneaker's position.
- 3
The core input is a lane-switch gesture: the player flicks the sneaker between three levels of the track — top, middle, and bottom — to move through the oncoming obstacles.
- 4
Along the way the player picks up bonuses — power-ups, time slowdowns, and score multipliers — that alter the run's pace and build up the score.
- 5
The run itself never ends outright but is structured as a sequence of stages that grow progressively harder the longer the player survives.
- 6
Each new stage swaps in a different color scene keyed to one of the Gucci Basket's core colors, with a funnel-shaped backdrop that reads as a warp-speed tunnel during the transition.
