Miu Miu: Twist
Open the game- Brand
- Miu Miu
- Objective
- Product launch
- Industry
- Fashion
- Mechanic
- Runner
- Platform
- Web
- Agency
- Merci-Michel
Objective
Miu Miu, under luxury conglomerate Prada Group and distributed by Coty Inc., launched a new fragrance called Twist EdT featuring Elle Fanning as the campaign face. To extend the brand film universe and drive engagement with a younger audience during the fragrance launch, a digital game experience was created as part of the multimedia campaign.
Solution
Stink Studios developed a pixel-art 8-bit runner game where players control Elle Fanning's avatar, jumping and dodging through obstacles inspired by the brand film—including mutant enemies, her extravagant costumes, and even her cat. The playable journey leads from a New York City street to the moon (a pun on "Miun"). The game was optimized for mobile and WeChat for the Chinese market, with full integration into e-commerce and retail activations. Players collect Miu Miu Twist perfume bottles across levels.
Results
No engagement or sales metrics published. The campaign received industry recognition: FWA (The Drum's Favourite Work Award) award and Awwwards Site of the Day.
