Transforming a luxury product launch into an interactive brand experience.
Oris needed to launch the new ProPilot X Calibre 400 while communicating something that is almost impossible to explain digitally: the fascination of mechanical watchmaking.
Rather than relying on traditional product communication, the challenge was to create an experience that transformed complex engineering into something people could explore, understand, and emotionally connect with. The experience needed to inspire curiosity, reward exploration, and communicate the craftsmanship behind the movement without feeling educational or promotional.
My Contribution
As Lead UX Architect, I developed the overall experience vision, game concept, and interaction strategy behind the campaign.
I designed the player journey, game mechanics, information architecture, navigation, reward system, and progression model, transforming a traditional product launch into an immersive digital experience.
Beyond the experience architecture, I led the creative and art direction, defining the visual language, interaction principles, and storytelling approach that connected gameplay with the emotional world of mechanical watchmaking. Every element was designed to create curiosity, encourage exploration, and make complex mechanics feel intuitive through play rather than explanation.
Outcome
The campaign redefined how a luxury product can be introduced digitally.
Instead of consuming advertising, people experienced the philosophy behind the Calibre 400 through exploration and play. The result was an immersive brand experience that transformed product education into entertainment while creating meaningful engagement with the Oris brand across web and mobile.
Design Principles
Transform education into exploration
Reward curiosity through interaction
Design emotion before information
Tell stories through gameplay
Encourage discovery instead of consumption
Create one seamless experience across every touchpoint
Design Principles
Rather than presenting specifications and technical details, the experience invited players to discover the movement through interaction.
The game world was inspired by the mechanics of the Calibre 400 itself. Navigation, progression, rewards, and storytelling were carefully orchestrated to create a sense of curiosity and flow, allowing players to gradually uncover the craftsmanship behind the product.
Instead of treating the game as marketing, we designed it as a genuine brand experience where every interaction strengthened the emotional connection with Oris while naturally communicating the product's unique engineering.
Impact
The project demonstrated how storytelling and gamification can communicate complex products more effectively than traditional advertising. By transforming mechanical engineering into an interactive journey, the experience created deeper emotional engagement while making the craftsmanship behind the Calibre 400 intuitive and memorable. Rolled out across more than 90 countries, the campaign proved that gameplay can become a powerful medium for luxury brand storytelling and was recognised with Bronze at Best of Swiss Apps 2022 and second place at the SGDA Applied Games Awards.