For Calvin Klein's new 'Dare to Defy' fragrance, a virtual world was proposed to resonate with the massive gamers audience. In this environment, gamers were challenged to explore different spaces and levels while competiting with like minded ones.
A live twitch tournament was organised challenging known professional gamers playing a variety of e-sport games combined with interviews and Q&A's.
Concept art - Through out the virtual world. Portals where placed opening up new levels with defy-ing visual experiences.
Concept Art - In the experience hidden perks were placed reflective of the brand codes.
For the Twitch community a gamers tournament was organised. Inviting you to compete with well-known Twitch gamers. The virtual world was used as part of a Twitch Broadcast package to connect the different worlds. psychical and the virtual world.