gotham NYC, Craft, Maybelline New York and Threedium reimagine single’s day with AR game experience for the Chroma Collection

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gotham NYC, Craft, Maybelline New York and Threedium reimagine single’s day with AR game experience for the Chroma Collection

In a unique venture for Single’s Day, Maybelline New York, gotham NYC, Craft, and Threedium have come together to introduce an augmented reality (AR) mobile game that brings a new interactive dimension to the beauty industry across five Asian markets.


Launched on November 1st, 2023, within the Lazada app, the objective of the campaign is to recruit and engage young consumers during this year’s 11.11 by bringing to life a virtual gamified shopping experience that leverages the brand’s NYC roots through the lens of AR.

“In the highly competitive Single’s Day environment, it was important for us to create an experience for Maybelline that is truly immersive, allowing consumers to explore our product line in an unprecedented way. Our gamified “Chromaverse” provides Maybelline fans with the ability to explore NYC neighborhoods virtually, interact with the hero products and shop in this fully enclosed social commerce experience,” says Laurie Donlon, gotham CEO.

The AR experience offers a month-long engagement where users from Vietnam, the Philippines, Indonesia, Malaysia, and Thailand can dive into a virtual New York City. Here, they can explore and collect virtual makeup rewards that reflect the diverse offerings of Maybelline’s Chroma Collection, enabling users to experiment with a variety of looks from the vibrant Mermaid Chrome to the understated Go-to Natural, to the bold Lasting Cherry Lips.

The journey through the chromafied neighborhoods of NYC is a testament to Threedium’s comprehensive 3D production capabilities. The team handled the gameplay design and the modeling of detailed assets and environments, crafting an AR game that not only captures the essence of Maybelline’s cosmetic range but also demonstrates the potential of modern AR technology in creating rich, interactive environments.

To accompany the launch and introduce the concept to a broader audience, a visually striking ad spot created by Gotham NYC and produced by Lvly has been released, highlighting the game’s cyberpunk elements.

This initiative coincides with a significant milestone for Threedium and Interpublic Group, as the company announces the closing of its Series A funding, securing an $11 million investment led by IPG. This move underscores Threedium’s innovation approach to enhancing consumer engagement across web and mobile platforms, offering omnichannel solutions that utilize a single high-fidelity 3D and AR product asset across e-commerce, content creation, and gaming activations.”

Melissa Chan, Regional Managing Director at Craft APAC, offered her perspective on the collaboration, “this initiative showcases the incredible outcomes of collaborative creativity and technical skill. When you have Craft’s international presence merging with Threedium’s 3D expertise, guided by the strategic thinking at Gotham, and backed by L’Oréal’s powerful brand, you get more than a game – you create a new playground for beauty and technology to come together, offering a fresh way to celebrate Single’s Day and personal style.”

Discover this new beauty experience in the Chromaverse by accessing the game here.