Gucci Camp
View the case- Brand
- Gucci
- Year
- 2021
- Objective
- Sales
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Davide Mascioli
Objective
Gucci built the game to give its official app's audience a playful way into the Gucci x The North Face capsule launch, fitting the brand's broader push toward interactive, game-based content. Rather than pointing people to lookbooks or outside sites, the mini-game let fans engage with the collection's outdoor, gorpcore mood directly inside the Gucci app.
Solution
Players open Gucci Camp from the Gucci Arcade section of the app and dress their character in pieces from the Gucci x The North Face capsule before setting off. From there it plays as an endless runner through a low-poly wilderness: swiping left or right shifts lanes, swiping up jumps over fallen logs, pits and rocks, and sliding down passes under low obstacles — miss a dodge and the character takes damage. Along the way players grab power-ups and dodge power-downs scattered across the trail, racking up points for both distance covered and items collected. The run is split into three increasingly difficult levels, each capped with a finish line to reach before the run ends.
- 1
The game opens from the Gucci Arcade section of the Gucci app, alongside other arcade titles; the player selects Gucci Camp, a paid entry tied to the Gucci x The North Face collaboration.
- 2
Before running, the player customizes the character by assembling an outfit from the capsule collection, so the runner wears the collaboration's pieces during the run.
- 3
The first level opens in a low-poly wilderness forest, filmed from behind the character, who runs forward automatically without stopping.
- 4
The player steers with swipes: left and right to shift lanes around obstacles, up to jump over fallen trees, pits, and rocks, and down to slide under obstacles too high to jump; a mistimed input costs the character damage.
- 5
Along the track, the player collects power-ups and avoids power-down hazards scattered through the run.
- 6
A running score builds from time survived and power-ups collected, and clearing enough of a level's distance and score moves the player to the next, progressively harder level.
- 7
The run continues through a snowy mountain level and then a desert level, each keeping the same lane-dodging mechanic in a new setting of rising difficulty.
- 8
The game ends once the player crosses the finish line after completing all three levels.
