Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
Previous Project
Turning a Product Launch Into a Global Game
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME X
Turning a Product Launch Into a Global Game
PRIME X was built as an interactive global treasure hunt centered around a $1 million grand prize. The goal was to combine collectible bottles, digital gameplay, community participation, and the scale of a major PRIME launch into one connected experience spanning physical and digital touchpoints.
Overview
The experience ultimately extended into a custom web app, product design, CG worlds, campaign photography, motion, retail displays, social content, paid media, email, and merchandise.
The creative system was designed to make PRIME X feel like a world consumers could enter rather than simply a limited-edition product. A tech-forward identity combined glowing neon gradients, wireframe graphics, HUD-inspired interfaces, glitch effects, and an otherworldly visual language that carried across packaging, photography, CG, digital, retail, and social. The campaign intentionally blurred the line between a virtual game and an IRL treasure hunt. At the center of the experience were collectible PRIME X bottles featuring hidden map pieces beneath their labels. Consumers could scan bottle codes, unlock sections of an interactive digital map, collect points, earn merchandise, and participate in the global hunt for the prize. Four bottle versions were created with perforated interior map-piece labels alongside two additional limited-edition bottles.
The Challenge
Connecting a Physical Product to a Digital Treasure Hunt The challenge was not simply to launch a new bottle. PRIME X needed to function simultaneously as a product, a game mechanic, a collectible, a digital experience, and a global campaign.
The physical packaging had to contain functional map pieces while still feeling like a highly desirable limited-edition PRIME bottle. Inside-label artwork drew from blueprints, wireframes, 3D map geometry, and HUD graphics, with each interior label paired to a specific exterior bottle design. At the same time, the digital experience had to translate those physical interactions into an intuitive game. The team mapped the full customer journey—from finding bottles and entering codes to unlocking map pieces, sharing progress, accumulating points, and ultimately determining how the winner would be selected. Maintaining one recognizable visual and narrative system across every one of those touchpoints became the foundation of the campaign.
My Role
Creating One Creative Language Across the Entire Experience I helped lead the creative direction of PRIME X across the broader campaign ecosystem, ensuring the experience maintained a consistent visual identity from the physical product through photography, digital content, and consumer-facing campaign assets.
The PRIME X identity established the foundation: a bold, tech-forward system built around neon cyan and magenta, dimensional map graphics, futuristic typography, wireframes, and gaming-inspired visual cues. That language was then extended into the bottle designs, tabletop photography, talent photography, CG imagery, retail materials, social content, and digital campaign. Photography played an especially important role in establishing the world. The talent campaign adopted a cyberpunk-inspired environment with saturated neon lighting and translucent architectural forms, while tabletop imagery translated the same visual system into more graphic product compositions. The source case study specifically describes the photographic approach as carrying an “other-worldly mystery meets futuristic cool” aesthetic throughout the campaign. The goal throughout was to make each execution feel like part of the same universe—even as the campaign moved between a bottle on shelf, an interactive map, a social post, or a large-scale launch image.
The Results
A Global Hunt Built for Participation PRIME X officially launched on June 5, 2024 across the U.S., U.K., Canada, and Australia, transitioning the campaign from teaser mode into a live interactive web experience. More than 100 campaign assets were created across social, email, web, MMS, paid advertising, video, and retail channels to support the launch across the four markets. Early engagement demonstrated the scale of participation: - 37K codes redeemed on Day 1 - 23K+ new players onboarded on Day 1 - 1–2 new users per second on launch day - 1.15M reach on the PRIME X teaser story - 3.4M reach on the launch reel - One user alone scanned 500+ bottles The project transformed a limited-edition beverage launch into a global interactive experience—connecting packaging, gaming, digital product design, photography, CG, retail, and social through one cohesive creative system.
PRIME X
Credits
Congo Creative Studio
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