Become A Miu-Vie Star
Open the game- Brand
- Miu Miu
- Year
- 2020
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Merci-Michel
- With
- Stink Studios
Objective
Miu Miu and Coty built the game to support the February 2020 launch of Miu Miu Twist Eau de Toilette and to give the fragrance's ad film — Elle Fanning's climb to "Miu-vie star" status — a life beyond a single watch. As the second chapter after 2019's Eau de Parfum game, it kept the brand's confidence-and-female-power message in front of fans and built out the Twist franchise's growing following.
Solution
The game loads straight from Miu Miu's site on any phone, no app or install needed. Players steer a pixel-art Elle Fanning running left to right through the film's world, recreated as 8-bit backdrops: dressing rooms, sound stages, and backstage corridors. On the way, they dodge obstacles, duck into hidden side paths, and grab little bottles of Twist Eau de Toilette scattered along the route, each one adding to a running score. A strong enough run ends with Elle stepping out onto a red carpet as camera flashes go off. The whole thing is drawn in the same retro pixel style as the first Twist game, so it plays like a direct continuation of that story.
- 1
The player lands on Miu Miu's Twist fragrance promo page and, instead of a product card, is dropped into an 8-bit arcade adventure inviting them to become a "Miu-Vie Star." They control a pixel version of Elle Fanning, the same character from the brand's live-action campaign film, continuing her story of chasing the role of her life.
- 2
The core loop is a fast side-scrolling run: the player runs, jumps, dodges, and picks up items as the character moves automatically through the level, with the same actions mapped to on-screen touch controls on mobile.
- 3
The main objective is collecting bottles of the new Twist Eau de Toilette scattered along the route, framed in the campaign as objects that grant confidence.
- 4
The backdrop shifts across a sequence of distinct sets — dressing rooms, soundstages, and backstage mazes — drawn from the real locations used to shoot the fragrance's ad campaign.
- 5
Obstacles line the path and must be jumped or dodged, since hitting one cuts the run short.
- 6
Alert players can spot secret routes and hidden passages branching off the main path, unlocking extra bottles that aren't reachable otherwise.
- 7
Collected bottles convert into points, and building up enough of them carries the character to the end of the run.
- 8
The session closes on a red-carpet finale, where the character emerges to pose for photographers like a movie star — the payoff of the game's title promise.
