Craftball
Open the game- Brand
- Loewe
- Year
- 2024
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Paul Soulhiard
- With
- Cosmic Shelter
- With
- Sonore Studio
Objective
LOEWE wanted a piece of entertainment that would draw its audience in for its own sake, not just serve as another brand showcase. The project was built to work across channels at once: the same game ran online and physically outside stores, where it doubled as a way to collect visitor details before people ever stepped into the boutique, while social channels pushed players to compete against one another. It was also designed for reuse — new levels and worlds can be added season by season to stretch the return on the build — with exclusive gifts promised to top players at key retail moments of the year.
Solution
Craftball opens straight in the browser, in English or Spanish, on desktop or mobile. The player steers a Craftball-branded ball along a track that runs through three worlds drawn from the LOEWE universe — a beach setting (La Playa), a workshop (The Atelier) and a gallery space (The Gallery) — dodging obstacles and penalties as the path unfolds. The goal is simple: cover as much distance as possible before coming off the track, and the final score ranks the player against everyone else who has played. The same run was also set up on a screen outside LOEWE stores, turning a few minutes of play into a way to collect a visitor's details before they even walked in.
- 1
The player opens craftball.loewe.com and lands in the site version matching their language, with separate English and Spanish editions.
- 2
The game's task is simple: roll the branded Craftball along Loewe's "Path of Savoir-Faire" and travel as far as possible.
- 3
A run carries the player through three branded worlds in sequence: La Playa, a beach-themed world; The Atelier, the brand's workshop (also called The Studio); and The Gallery, its exhibition world.
- 4
The core loop is dodging: the player steers the ball around obstacles and penalties along the path, and a collision knocks it back on distance or score, so the challenge is staying clear for as long as possible.
- 5
Bonus pickups appear along the route; what they grant the player is not specified.
- 6
Distance covered converts into a score, making the game a high-score chase where players compete against each other across the three worlds.
- 7
Strong results earn players exclusive brand rewards tied to key moments on Loewe's calendar.
- 8
Outside the web, the same game also ran on physical units outside LOEWE stores, where visitors played before entering the boutique and the brand collected their data, while a linked social campaign encouraged people to play and compete online as well.
