The Challenge BBC Ice Cream, Pharrell Williams' iconic streetwear brand, was partnering with Riot Games' ARCANE series for a limited-edition collection debuting at ComplexCon. In a crowded activation landscape, we needed to create a launch that would break through across platforms, build anticipation, and drive engagement before, during, and after the event.

The Vision We led creative direction for a high-impact, multi-platform rollout connecting CGI storytelling, AR technology, and gamification. The strategy was to create a unified BBC x ARCANE world across social media, on-site activations, and mobile experiences, turning the product launch into an immersive two-week journey.

Strategic Approach The campaign needed to speak to two audiences: BBC Ice Cream's streetwear community and ARCANE's gaming fanbase. We developed a visual language honoring both worlds, structured in phases to build momentum from digital launch through on-site activation to extended engagement.

Creative Execution

CGI Hero Asset We concepted and directed a custom CGI piece visualizing the collision of BBC Ice Cream's bold aesthetic with ARCANE's stylized universe. This world-building approach created visually arresting social content that introduced the collaboration and established a distinct visual language across Instagram, TikTok, and Twitter.

AR Experience Extended the CGI world into augmented reality for ComplexCon. Attendees could:

• Unlock exclusive animations when scanning products or installations

• See the BBC x ARCANE world layered over physical space

• Capture shareable AR moments

Impact The multi-platform rollout successfully generated buzz and drove engagement across two weeks. The combined use of CGI content, AR moments, and game mechanics created multiple entry points for participation, resulting in strong social performance, successful on-site activation with organic content creation, and extended engagement beyond the physical event.