Gucci Dive
Open the game
Objective
Gucci expanded its esports and gaming strategy in 2020 through a partnership with Fnatic, the League of Legends professional team, creating an interactive diving experience to engage youth audiences in gaming culture. The campaign demonstrated Gucci's cultural pivot toward digital entertainment and competitive gaming.
Solution
Gucci Dive is a WebGL-based submarine exploration game integrated into the Gucci mobile app where players pilot a submarine bearing Fnatic branding (orange and black colors) through an underwater cave to collect coins while avoiding obstacles and deep-sea predators. Built with advanced web graphics and gamification mechanics, the experience blended Gucci's aesthetic with Fnatic's gaming culture identity. The game was created by AQuest and younique studio, featuring responsive design with sophisticated underwater visuals using Three.js, GLSL shaders, and Anime.js on HTML5.
Results
Not published.
