For JBL, a 78-year-old consumer electronics company, we've launched its latest gig, 'JBL Land,' a virtual realm on Roblox, providing Gen-Zs with a space to express themselves through sound and creativity.
It's a unique blend of sound bites, gaming, and personalised avatars, offering people a novel platform for self-expression, particularly through sound-focused items.
To promote the land, we produced three episodes of films within Roblox, collaborating with the creator called Robuilds. The story follows Robuilds on a daring quest to discover her sound identity, overcoming various challenges along the way. The 20-minute movie was released on TikTok, Instagram, and YouTube, sparking conversations among millions of viewers.
As the creative director overseeing this project, I participated in ideation, world creation, launch production, and closely collaborated with our team to develop the entire asset stream, including the production of the movies. Our efforts garnered widespread recognition, earning multiple accolades and numerous PR articles globally.
Client: JBL, Harman Global Agency: Gospooky
Market: Global
During Fashion Week, Zeeman launched its store within the Roblox universe, offering timeless basics at affordable prices. This move is in line with the brand's goal of democratizing fashion in the digital space, sending a powerful message that quality attire doesn't have to be expensive, especially on Roblox.
Introducing Heineken Silver, the world's first virtual beer crafted with pixels instead of yeast. This innovative brew is taking the metaverse by storm, bringing a refreshing digital twist to the traditional beer experience.
Why the switch to virtual brewing? Heineken's tongue-in-cheek approach highlights the fun and irony of digital marketing in 2020. Bram Westenbrink, the Global Head of Heineken Brand, says, "Heineken Silver is an ironic joke, a self-aware idea that pokes fun at us and other brands jumping into the metaverse with products that are best enjoyed in the real world."
As the social creative director on this project, I oversaw the launch production, and entire asset development stream in collaboration with Le Pub, Isobar (U.S) and Snapchat. Our work won multiple awards, including x 3 Silver, 1 x Bronze and 1 x Gold at Cannes Lions and a Grand Prix at Eurobest.
Client: Heineken Global
Credits: Gospooky x Snapchat x Red Cross
Market: Global