Hermès - Tutti Twilly
Open the game- Brand
- Hermès
- Year
- 2023
- Objective
- Product launch
- Industry
- Fashion
- Mechanic
- Runner
- Platform
- Mobile web
- Agency
- Merci-Michel
- With
- Publicis EtNous
Objective
Hermès launched Tutti Twilly, a new fragrance positioning boldness and creative spirit toward young women. The brand sought to create an engaging digital experience aligned with the product's dynamic character—embodied by the Twilly silk ribbon—translating it into an interactive entertainment format that would resonate with a luxury digital audience.
Solution
A WebGL-based mobile web game where players guide an animated silk ribbon through an interactive recreation of New York City streets. The core mechanic involves navigating the ribbon through Manhattan's iconic rooftops, elevated railroads, and water towers while collecting tokens to unlock exclusive content. The city environment was designed as a hybrid 2D and 3D photomontage by David & Pauline Studio. Merci-Michel developed the game using their proprietary MM game engine integrated into Blender, focusing on precise ribbon physics simulation to reflect the fragrance's fluid, elegant character. The experience was distributed as a web-accessible game on Hermès' official fragrance website rather than through app stores.
Results
The campaign received recognition from design award bodies: Awwwards Honorable Mention (September 2023, average jury score 7.5/10 from 15 judges) and CSS Design Awards Website of the Day (November 2023, 9.02/10). However, specific engagement metrics, player counts, or sales impact were not publicly disclosed by the brand. The award recognition and featured status on design platforms indicate successful creative execution within luxury digital marketing.
