Untamed Heroine
Open the game- Brand
- Max Mara
- Year
- 2025
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Adoratorio Studio
Objective
Max Mara's FW25 campaign — shot by Craig McDean with Angelina Kendall and built on the imagery of storms and English moors from Emily Brontë's Wuthering Heights — needed a way to pull its audience into the story behind the collection, not just hand them a lookbook. The brand turned the campaign into a playable experience, launching it simultaneously across Europe, the US and Asia in 12 languages, with success measured by how many players went on to discover the new FW25 collection on maxmara.com.
Solution
Untamed Heroine opens straight in the browser, no install: the player guides a hand-drawn heroine on foot through three landscape scenes, each tuned to a different emotional state. When the path runs out, the player draws it themselves — dragging a line between two footholds to sketch a bridge the heroine then walks across. Along the way she picks up torn pages from her diary; each page found adds a stanza to an eight-stanza poem, read aloud in the player's own language. There's no score or timer, just the pace of the walk, and once the last page is found the session ends with an invitation into the FW25 collection on maxmara.com.
Results
In its first month the game drew more than 270,000 users across Europe, the US and Asia; over 20% of them — 54,327 players — clicked through from the game to discover the new FW25 collection on Maxmara.com.
- 1
The player opens a standalone browser experience at a dedicated web address, separate from the brand's shop or campaign page, and plays without installing anything, taking on the role of the "Untamed Heroine" on a journey of self-acceptance.
- 2
Each scene opens with an animation: a grey sketch fills in as ink spreads across it, revealing a hand-drawn, notebook-style landscape in full color.
- 3
The player then guides the heroine sideways through the scene in a deliberately slow-paced platformer, prioritizing a meditative pace over reflex-based challenge.
- 4
Where the path breaks, the player draws a bridge by dragging a line from one foothold to the next; the line must move forward along the intended route or it is rejected and must be redrawn.
- 5
Along the way, players collect torn pages of the heroine's diary, the level's core pickup.
- 6
Each page collected adds a stanza, voiced in any of 12 languages, building toward an eight-stanza poem about the heroine's future.
- 7
The journey spans three landscapes, each carrying a different emotional tone and its own musical theme plus ambient sound design, with the player moving upward from one to the next.
- 8
Completing the three landscapes ends the game by routing the player from the experience into the brand's product catalog, landing on the new seasonal collection page.
