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Creating the first branded bar in the metaverse for Miller Lite’s Super Bowl campaign, dissolving the barrier between cinematic storytelling and real-time interaction.
We didn’t just model a room; we built a comprehensive ecosystem using high-fidelity matte paintings to guide a grounded, architectural tone.
By establishing a visual language that was distinctly Miller Lite, we transformed a digital space into a premium, tactile branded destination.
We re-imagined the low-poly aesthetic of platforms like Decentraland, injecting a cinematic and character-driven lens into the metaverse.
This elevation of fidelity allowed for more expressive characters and animals, bridging the gap between typical gaming visuals and commercial film.
To unify film and gameplay, we engineered a single asset pipeline where every shot was designed inside the same 3D architecture used for the live bar.
This ensured the commercial film and the interactive experience were visually seamless—representing one brand living in one unified reality.
Our team managed an aggressive production schedule to deliver a high-fidelity environment that reacted to users in real-time on a massive scale.
The final result was a world-first metaverse activation that combined the polish of a Super Bowl spot with the agency of a multiplayer game.
Client - Miller Lite
Creative Director : Fons Schiedon
