In 2023, Diesel`s creative director Glenn Martens presented a VR-designed watch called VERT, created for the Digitally Born Generation shifting between the virtual and real world.

Staying true to this vision, the launch of the VERT watch was designed to be embedded in a breathtaking Web3 release event and large-scale campaign worth 1,5 million. The extended, 360-degree campaign entirely realised in Unreal 5 included AI-based retail installations interacting with a global virtual audience, truly merging the virtual and the real world. As one of the main objectives was the engagement of the Web3 community, the initial watch buyers received an exclusive NFT which evolved into an Avatar. This slowly revealed the main characters of the experience which was then used to explore the virtual land of Tempus, a fictional world where the campaign culminated with the showcase of the watch and a celebratory virtual concert by artist Lil Dre.

Each Diesel Vert Watch becomes an exclusive token to a unique experience. Whether in the physical or digital world, Vert owners and Diesel fans can access a stunning experience that seamlessly connects real and virtual realms.

Vert holders and Diesel fans are invited to a virtual world shaped by Vert design details with breathtaking scenery and a sprawling environment where they will move through various challenges with their A:VERT:AR (avatar) and reactivate time in a fictional land where time has stopped.

Through a narrative and gameplay design, players from around the globe collaborate in real-time to progress in the game. Only by connecting the actions of retail store visitors and online players, the audience can reach the final stage of the experience, where they are rewarded with premiere musical performance from an upcoming artist Lil' Dre.

Each Diesel Vert Watch could be scanned to access a limited edition NFT, which evolved through three stages to become your avatar in the final experience.

Interactive retail installations were based in selected Diesel stores globally—including Paris, New York, Barcelona, Las Vegas and Tokyo. Retail and Online Players are represented in the experience by characters with unique abilities.

A key aspect of the experience was the collaboration in real time. Players from the physical installations became Giants and - with their movements tracked by a sensor camera - turned into real-time animations on-screen and in the online experience. Joining forces together, the players were able to progress along the story.

At the completion of the quests, the experience culminates in a virtual concert.

We captured a real-life performance from Li’ Dre using depth cameras, and translated the 3D data into a stunning giant interpretation of the artist.

The experience was created as a way to add unique value to the physical product and build curiosity around the Diesel brand in the gaming and web3 community.

The combination of Gamification and Music Gig inside a Metaverse platform created a narrative experience for the visitors. The web3 experience created a big media momentum for the brand that translated into over 4 mln media impressions.

The brand, already a symbol of rebellious youth since the 90s and a shaper of the grunge era, successfully extended its value to a new generation of fashion-conscious young people looking for a brand that stands out with its rebellious character.

The watch collection first release was sold out thanks to the innovative staging and mechanics. The length of time users spend on the experience increased to an average of 10 minutes, promoting promoting the Diesel brand to the established gamer and web3 communities.