Surf
- Brand
- Gucci
- Year
- 2020
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Nss Factory
Objective
Gucci extended its partnership with pro surfer Leonardo Fioravanti into a digital format, giving the brand a summer moment that paired fashion with an environmental message about clearing plastic from the ocean. Built into Gucci's own channels, the game doubled as a way to engage a younger digital audience and put the house's gear on display.
Solution
The game opens straight in the browser at guccisurf.gucci.com, or through the arcade section of the Gucci app — no download needed. Players steer a digital Leonardo Fioravanti along a wave, swiping to scoop up floating plastic litter while dodging fish and other sea life, since a collision costs points. Timed taps pull off tricks like a backside rail grab, a kickflip, and a 360 carve to chain combos and rack up a higher score. Points and collected bonuses unlock Gucci gear for the avatar — three surfboards (including one styled after Fioravanti's own and a shimmering Pyzel Ghost board), sunglasses, boardshorts, and a wetsuit — before the run ends and the player can paddle out again.
- 1
The player opens guccisurf.gucci.com on desktop or mobile, or launches the game from the Gucci Arcade section inside the Gucci app; no install or registration is required.
- 2
The scene shows an avatar of surfer Leonardo Fioravanti riding a wave while item icons scroll toward the player from the right, in an endless run for points.
- 3
On desktop the player steers the surfer left and right with arrow keys; on mobile, steering is done with on-screen gestures.
- 4
The core loop is collecting floating ocean plastic and trash for points while dodging fish and other sea creatures, which deduct points on contact.
- 5
Pressing A, S, or D triggers tricks — a backturn rail grab, a kickflip, and a 360 carve — which chain into combos that add to the score.
- 6
The score climbs over the course of a run; a review outlet reported about 2,170 points in an ordinary session, giving a sense of a typical run's scale.
- 7
Points and collected bonuses unlock Gucci-branded gear for the avatar, forming the game's progression system.
- 8
In a customization screen, the player assembles a look: a surfboard chosen from three options (a starter board plus two unlockables, including a sticker-covered board and an iridescent Pyzel Ghost board), a pair of Gucci sunglasses from three, and boardshorts from two options or a wetsuit.
- 9
A run ends with no leaderboard or saved score, so the only incentive to replay is unlocking the remaining gear.
