The Lucky Ones Game
- Brand
- New Volume
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Tyron Layley
Objective
New Volume, a South African-born alternative pop band based in London, released their single 'The Lucky Ones' in April 2020. Frontman and designer Tyron Layley created an interactive game to amplify the single's reach beyond traditional music distribution, driving engagement with both the song and its accompanying music video through playable entertainment.
Solution
An arcade-style browser-based racing game where players navigate a purple urban landscape using left and right arrow keys to avoid obstacles—signposts and trucks—as 'The Lucky Ones' plays throughout. The game's visual aesthetic directly mirrors the music video's narrative of driving through illuminated city streets before reaching open countryside. Players experienced the song while actively engaging with the branded narrative, extending the music video's concept into interactive gameplay.
Results
The game achieved Website of the Day recognition on CSS Design Awards on May 3, 2020, with a judges' score of 8.00/10 (UI Design 8.06/10, UX Design 7.85/10, Innovation 8.11/10).
