Twist: The Game
View the case- Brand
- Miu Miu
- Year
- 2019
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Merci-Michel
Objective
Coty briefed Stink Studios to give the January 2019 Miu Miu Twist fragrance launch a piece of content that would hold a younger, mobile audience longer than the campaign film, extending Elle Fanning's space-odyssey story into something people could actually play. The game also had to double as a commerce and retail asset, built to plug into e-commerce and in-store activations and to run inside WeChat for the Chinese market.
Solution
The game opens on Miu Miu's own campaign page as an 8-bit runner: Elle Fanning appears as a low-res sprite standing on a New York street. The player taps or clicks to make her hop from bottle to bottle up a rising stack of Miu Miu Twist packaging, collecting bottles for points as the route climbs past costumes, mutant creatures and other details lifted from the campaign film, with hidden side-routes for players who stray off the main column. A mistimed tap sends her shattering like glass and ends the run on the spot. Clear enough of the climb and the destination comes into view: the Miun, a punning stand-in for the moon from the film's space odyssey. A second chapter released a year later, Become A Miuvie Star, swaps the vertical climb for a side-scrolling run through Miu-vie film sets that ends on a red carpet with a shareable score.
- 1
The game opens on Miu Miu's own campaign page with a premise stated up front: find out whether the player can become the first woman on the Miun, controlling Elle Fanning and finding every bottle of the fragrance along the way. The first chapter renders this as an 8-bit pixel-art New York City street, with Fanning appearing as a low-resolution sprite in the campaign's costume.
- 2
Play is a one-button side-scroller: the world scrolls forward on its own and the player clicks or taps to make the avatar hop, with nothing else to learn.
- 3
Bottles of Miu Miu Twist are scattered along and above the route as collectibles, each pickup popping a score increment over the avatar's head.
- 4
Elements from the brand film recur through the run, including Fanning's changing costumes and, at one stretch, her cat running alongside her.
- 5
A second chapter, "Become A Miuvie Star," strings a run of movie sets into one continuous route — a hotel corridor, a musical stage with dancers and floating bubbles, a Hollywood boulevard at sunset, and an underwater set — each stretch laid out with its own chain of bottles.
- 6
Branching secret paths are hidden off the main line, and the game explicitly warns the player not to miss them.
- 7
Mutant creatures from the brand film appear as obstacles that must be dodged or jumped over mid-run.
- 8
A missed jump ends the run instantly, shattering the avatar like glass; reviewers noted the game is difficult and runs typically end in repeated failure.
- 9
Each chapter has its own win condition: the first run finishes by climbing out of the city onto the Miun, while the Miuvie Star run ends on a red-carpet film premiere outside a cinema under the miu miu marquee, with the running score shown in the HUD.
- 10
The finished run's score can be screenshotted to challenge friends, and the same game runs on mobile and, in China, inside WeChat, where it links through to buying the fragrance and to retail activations.
