Trussardi has entrusted Xister Reply with the creation of an innovative digital campaign for the launch of its new men’s fragrance, Trussardi Primo.
Leveraging its expertise in blending creativity, innovation, and technology, Xister Reply developed Primopia, an exclusive virtual island within Fortnite inspired by the volcanic landscape of Lanzarote. This immersive space reflects the look and feel of the product’s launch campaign, challenging users to complete a parkour-style race by leaping across volcanoes, cliffs, and sand dunes to reach Trussardi Primo in the shortest time possible. The thrilling competition unfolds in a digital environment that mirrors the fragrance’s bold identity and strong personality.
Adhering to the brand’s guidelines, Xister Reply designed a captivating and engaging digital experience aimed at attracting a new audience. This campaign aligns perfectly with the unique values and positioning of the fragrance, establishing Trussardi as a pioneer in digital innovation.
Through this initiative, the creative agency successfully crafted a visually stunning and stimulating immersive space, appealing to both seasoned gamers and newcomers to the platform. The fully branded 3D environment effectively promotes both the fragrance and the Trussardi brand.
To maximize brand visibility and drive engagement with a broader audience, the campaign also features an instant-win contest, offering users the chance to win exclusive Trussardi-branded prizes and a trip to explore a volcanic island, transforming the virtual experience into a real-world adventure.
Credits:
Executive Creative Director: Sarah Grimaldi
Client Creative Supervisor: Filippo Grossi
Client Creative Supervisor: Enrico Costantino
Client Director: Alessio Vincenzoni
Senior Account Manager: Maria Grazia Giuliani
Junior Account Manager: Alice Alfonsi
Senior 3D Artist: Dario Romei
Junior Art Director: Uendi Ramazzini
Junior 3D Artist: Abel San Blas Marrero
Xister Reply
At Xister Reply, creativity, data, and technology converge through the expertise of professionals immersed in contemporary digital culture. Our mission is to expand brand territories in an increasingly competitive market, bridging the gap between intent and purchase. By integrating innovative marketing technologies and data, we craft impactful and effective customer journeys to help brands attract potential customers and convert them into loyal ones.