Pick N Twist
- Brand
- Gucci
- Year
- 2022
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- AQuest
Objective
Gucci was building out Vault, a standalone online destination for vintage pieces and collaborations conceived by creative director Alessandro Michele, and needed a way to pull people into that world through play rather than a shopping page. Pick n Twist, built around imagery from Michele's own childhood and personal mythology, gave Vault a dedicated interactive entry point — reinforcing it as a self-contained brand experience rather than an e-commerce section.
Solution
Pick n Twist opens straight in the browser, on its own web address, no download required — it works on a phone as easily as a desktop. The player lands in a three-dimensional scene styled in Vault's house palette, facing a cluster of geometric solids. They pick up and turn the shapes with drags, twists, and swipes, rotating each one until its faces line up with the others into a matching set. A completed match plays its own animation and sound and opens straight into the next level, with levels running one after another at rising difficulty.
- 1
The player opens a standalone Gucci Vault browser game at a dedicated URL, entering a 3D scene styled in the Vault's signature turquoise, coral, and gold, with animation and sound framing it as an entry into the Vault world rather than a shop catalog.
- 2
The player picks up a 3D geometric shape and rotates it using gesture controls — dragging or twisting with the mouse or a finger on mobile, with no button-based controls.
- 3
The core puzzle is to align multiple 3D shapes with one another; matching them all correctly is treated as cracking a Vault-style combination.
- 4
Solving the combination unlocks the current level and advances the player to the next one, repeating the gesture-matching puzzle across successive levels.
