For an audience that lives both in physical and digital realities, we crafted a cinematic experience that pushes not only how the metaverse can look like, but also how an interactive experience can bridge between online and retail activations, through gameplay and narrative design.

In addition a unique production workflow allowed to create all campaign assets in Unreal Engine 5, bringing a next level consistency to all facets of the campaign.

The user journey inspired by AAA video games, included non-invasive voice-over guidance and environmental narration with original music score and sound design immersing audience in a timeless, still world.

The VERT watch for men was part of the Diesel Metamorph Collection. The watch was initially revealed across several campaign visuals and officially presented at the pinnacle of the narrative experience. During the experience, elements such as direct buttons and links led visitors directly to the product page.

In recent times, high emphasis has been given to the Metaverse, digital platforms, and Web3 experiences. We challenged ourselves how to push real conversations and interactions between people. Rather than viewing the metaverse and our reality as separate entities, we focussed on merging these two worlds seamlessly.

We began with a limited tier of progressive NFTs that evolve into a character which could be used in the main experience. This cross-platform integration allowed to have different player typologies in the main digital experience, with separate powers but a similar goal. Moreover, to be able to explore the digital world and reach the final location, online players had to collaborate with a third character controlled exclusively by people interacting from the retail installations in real-time. With 3 typologies of players with interconnected goals and story, it was possible to obtain a shared experience, with retail guests interacting with the online audience and vice versa, and visitors working together to reveal the VERT watch.

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.

Is it from the Metaverse? Is it an alien? The concept of being made in virtual reality was the centre point of the concept and directly addressed to the new generation.

The VERT watch was created for the Gen Z demographic, an audience smoothly navigating between online and offline experiences.

As pioneers of fashion democracy, Diesel not only designed a watch with digital tools but extended the idea of owning the piece in the digital space, encouraging people in the virtual world to enhance their expression.

Each Diesel VERT Watch became an exclusive token to a unique experience. The NFT changed visually during this “metamorphosis” - growing into an avatar which owners were able to use in the Diesel metaverse platform. With their special skin and enhanced gameplay, they joined the exploration of Tempus - with the rest of the players participating worldwide from their devices or Diesel retail stores.

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.