AMARO CROSS COLLECTION

Fashion belongs in the streets. But when the streets are empty, we had to look for it where the trends are on. That's how we ended up at Animal Crossing, the game that became a fever among fashion lovers. Our digital persona Mara became an avatar, joined the game as a trend hunter, and spotted the latest trends to co-create AMARO's new collection with the gamers. Brands joining a game is not new. But bringing it to the real world, that's a game-changer (pun intended).

We did this project with our partner agency SOKO. I worked as Creative Director on the client-side, leading the creative team in our in-house agency.