Lacoste — Crocodile Challenge at Rolex Paris Masters

Project description

Extended asked LEOLEO to roll out a Lacoste digital activation for the first Rolex Paris Masters at La Défense Arena. The Crocodile Challenge: 500 crocodiles hidden across the district, each carrying a QR code in its body. Find one, scan it, climb the live ranking. I designed the reward in 3D, a crocodile carrying tennis balls, and the success animation that plays the moment you scan one. In a hunt, that moment is the engine. It has to feel good enough that finding one crocodile makes you want to go looking for the next. Motion across the whole experience, from the scan to the ranking. The DOOH campaign ran on screens across La Défense, in the same streets where the crocodiles were hidden. Extended shot the footage, I edited it and handled the motion. The logo becomes the code, 500 of them, out there for the length of the tournament. Design by LEOLEO Studio, development by Propagande, project / campaign film shot by Extended, for Lacoste and the Rolex Paris Masters at La Défense Arena.