A one-of-a-kind digital experience.
The goal was to create a one-of-a-kind digital experience, inviting consumers to discover the shoe and its inspirations. The Zoom Spiridon Cage 2 ‘Carnaby’ was designed using the different eras of Carnaby street as inspiration.
Breaks and Eva created a gamified micro-site that allows users to explore the heritage of the shoe by exploring a virtual Carnaby Street and by giving the shopper the chance to create their own iconic Carnaby street character on the user journey.
The user is asked to select their character, designed by Eva. Starting with base options in race and gender, the user is then able to select from options of clothing and hair styles that pull from different subcultures of Carnaby that make up the inspiration behind the shoe. The variations in apparel include the Carnaby items such as the ‘welcomes the world’ sign fleece and always wear the Zoom Spiridon Cage 2. The subculture options include a mohawk (punk subculture), a pair of floral flares (hippy subculture) and mods.
Eva also designed a model of the street for the Discover the Street experience, using her unique aesthetic so that the Street feels fun, polished and elevated. This Discover the Street section of the micro-site was developed to become a functional setting that users can explore.
The ‘Tokens’ that were placed within the 3D space were also designed by Eva. The aim is for the user to discover them all. Each token is linked to a specific era or subculture and when discovered will relay trivia relevant to Carnaby and the inspiration behind the shoe.
Alongside the micro-site, Breaks created social assets to publicise the product and direct people to the digital experience, continuing the overarching aesthetic.
Additional assets created by Eva that were not used in the campaign below. Enjoy!