Turning a Global Icon Into an Urban Play Experience
We reimagined the Classic Echo Clog launch as an interactive expression of city culture. A playful game world, dynamic characters, and motion-led storytelling turned Crocs’ personality into an experience built for discovery, individuality, and movement.
Client:
Crocs
Year:
2023
Industry:
Fashion
Services:
Brand Strategy
Content Strategy
Copywriting
Brand Design
Brand Activation
Website Design & Development
Client:
Crocs
Year:
2023
Industry:
Fashion
Services:
Brand Strategy
Content Strategy
Copywriting
Brand Design
Brand Activation
Website Design & Development
Executive Summary
Crocs wanted a launch moment for the Classic Echo Clog that would feel alive, expressive, and culturally relevant. We created the Crocs City Game, an interactive urban challenge where players followed unique routes through Warsaw, scanned branded QR codes, and stepped into a bold animated world shaped by Crocs’ personality. The Classic Echo Clog deserved a launch that matched Crocs’ unmistakable energy: loud, joyful, and impossible to ignore.
Digital Bunch Solution
We expanded the brand into a stylized comic-inspired universe filled with color, character, and motion. By blending dynamic animation, expressive character design, and city-based gameplay, we transformed Warsaw into a Crocs playground. The experience was built for Gen Z: interactive, energetic, and deeply connected to real urban culture.
The result was a scalable creative universe that transformed a product drop into a citywide adventure. An experience where color, humor, and individuality could come to life.
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The Classic Echo Clog needed a launch rooted in city energy. An experience you feel on the street, not something confined to a screen. Players weren’t simply completing tasks, they were entering a world where everyday streets gained personality, rhythm, and humor.
Transforming city into a Crocs playground
Crocs wanted an experience players could feel, not just watch. But how do you combine real-world exploration with an animated brand world without losing cohesion? We needed a visual identity that captured Crocs’ playfulness while functioning as a coherent game in real world.
Challenge
How do you extend a global, instantly recognizable brand into an animated universe without losing its core identity? Crocs wanted an experience players could feel — not just watch. But how do you combine real-world exploration with an animated brand world without losing cohesion?
Solution
We built a sophisticated digital presence featuring animated product demos and clear value propositions that positioned Premier as an innovative industry leader. The result: Premier began winning clients from major competitors and establishing itself as a top contender in the construction software market.
Our Unique Approach: Immersion and Integration
We built the entire experience around how young audiences interact with brands today. They value humor, velocity, and character, and expect visual storytelling that feels crafted, not generic.
Every asset was created from scratch. No stock elements. No borrowed styles. Every movement, shape, and color was driven by Crocs’ expressive identity. Characters bounced with personality. Environments felt stylized yet familiar. Transitions created narrative flow through the city. Motion added charm and momentum to every interaction.
The animations celebrated movement; environments reacted with color and energy; and Crocs felt like a character woven into the city.
The result was a brand world that didn’t imitate reality, it transformed it. By leaning into Crocs’ bold aesthetic, we crafted a brand world that is instantly recognizable. Even without a logo.
How We Transform Ideas Into Seamless Experiences
We developed a full visual identity for the City Game, creating a unified system of colors, shapes, and motion principles that guide how the world looks, moves, and feels. The tone blends Crocs’ playful humor with an urban edge, resulting in a visual language that is expressive, energetic, and instantly recognizable across gameplay and marketing touchpoints.
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Weronika Romanowska
Operations Manager
The Crocs City Game blurred the line between physical and digital experiences. The city acted as the map. QR codes served as checkpoints. Selfies became progress markers. And every animated element: characters, transitions, props, reinforced Crocs’ identity.
Do you want to make your brand go viral?
Start ProjectThe activation needed to engage Gen-Z audiences in a way they would want to play, share, and remember. The aim was to move brand into a space where product, personality, and motion merge into a living universe.
A Visual World Built Around Crocs’ Personality
The game’s art direction leaned into bold shapes, expressive colors, and playful character design, creating a look that felt instantly Crocs without copying existing campaign imagery. This distinct visual identity made the activation recognizable across every channel, from social posts to in-game moments, and gave players a world they wanted to explore, screenshot, and share.
Animation That Amplified Personality
Every movement was crafted to feel expressive and fun, turning characters and objects into lively extensions of the brand rather than simple game assets. Movement was treated as a storytelling tool. Characters squashed, stretched, bounced, and reacted in ways that felt joyful and energetic, turning simple actions into moments of personality.
Real World Exploration
The blend of digital visuals with real city movement turned Warsaw into an extension of the Crocs universe. This connection made the activation memorable and created a community buzz that traditional digital campaigns can’t replicate.
A Creative System Built for Long-term Use
Behind the fun, we built a structured creative framework, unified character rules, consistent motion logic, scalable environments, and modular assets. This allowed Crocs to expand the City Game with new levels, stories, or product drops without starting from scratch. It transformed a one-time activation into a foundation the brand can return to again and again.
It respected the way Gen Z interacts with the world: fast, visual, playful, and mobile-first. It treated Crocs as a character, not a commodity. And it built a world that invites return visits, future drops, and ongoing growth.
Looking Forward: The Universe Is Only The Beginning
The Crocs City Game laid the foundation for a long-term creative universe. With a modular animation system, expandable character set, and scalable visual logic, Crocs can now extend this world into new campaigns, cities, collaborations, or event experiences. The platform is ready for the next drop. New levels, new stories, new places to play.
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