The Camel Fabric Game

Objective

Max Mara partnered with Adoratorio Studio to showcase the heritage and craftsmanship behind its iconic camel fabric through an interactive digital experience. The campaign aimed to transform product storytelling into participatory engagement, positioning camel as foundational to the brand's identity—where the fabric embodies quality and the color serves as an iconic mark of distinction in fashion.

Solution

The team created a digital board game where users scroll to move along an interactive board and flip cards to discover how Max Mara's iconic pieces are conceived and crafted. The experience guides players through faraway lands and Italian vistas, combining 3D graphics (Three.js), HTML5, CSS3, and immersive interaction design. The game was adapted across physical, phygital, and digital channels, reaching audiences through multiple touchpoints while maintaining the core narrative of Italian elegance and craftsmanship.

Results

Not published.