Launching an ultra-luxury watch collaboration

The WebGL activation had to balance attractive visuals, which were ultimately signed off by Marvel, with file efficiency, to ensure that the experience would be optimised to work across all devices and load in a timely fashion across the vast majority of consumer devices, with a particular focus on optimising for mobile. Much like the rest of the work for ³axis, the experiences were designed to be highly intuitive, so that first-time users could get stuck in immediately.

The project was part of a wider collaboration with Hypebeast, who featured three Spider-Man fans in Kevin Hart, Loyle Carner, and Nour Arida. Peter’s interactive bedroom extended this narrative, offering users a playful, immersive way to explore the character and themes behind the campaign.

Alongside the room, we built 3D animated vignettes of Spider-Man’s key items, which wove the watch into the larger Marvel universe in a fresh and engaging format.