OVERVIEW
Three new flavours. One immersive journey. All aboard the Magnum Pleasure Express.
SERVICES
Creative direction + Concept art + Art direction
PROJECT RECAP
Created together with Unilever and Mindshare, Magnum Pleasure Express invited users to board a virtual train and explore three worlds based on three new flavours: Wonder, Euphoria and Chill.
Each world blended immersive mini-games and mindfulness – encouraging users to collect Magnum tokens as they explored rich 3D landscapes made up of smooth ice cream.
MY ROLE
From luxurious train carriages to sweeping mountain vistas, I led the creative vision – designing mini-games and building worlds through concept art inspired by key visuals, before collaborating with 3D artists and developers to bring our vision to life.
Campaign results were right on track too – delivering 1.25M gameplays, a 22% CTR and 17% conversion rate, with users playing an average of four times each. Meanwhile 250K on-pack QR scans proved that physical products still pack a serious punch when it comes to digital engagement.
