The Room by Gentle Monster transforms the brand’s Fall 2025 campaign into an interactive horror game. Players move through a sequence of dimly lit rooms, solve timed puzzles, and piece together narrative clues that echo the tension and mood of the eyewear collection. The game’s framing, sound design, and pacing mirror a cinematic thriller, turning product storytelling into a playable journey that rewards observation and curiosity.
As players progress, they unlock new environments, encounter stylized characters, and discover visual motifs that link each challenge back to the collection’s themes. The format shifts the campaign from passive viewing to active participation, encouraging longer engagement and emotional investment. By treating marketing as an immersive narrative space, the project illustrates how fashion brands can use interactive worlds to communicate identity, atmosphere, and creativity in a more memorable way.
Image Credit: Gentle Monster
