Video Game

The Arcade

Project details

Client

Coach

Role

Lead Designer

Category

Video Game

The Arcade is a collection of arcade games created for Coach Japan & North America's Holiday 2017 ad camaign, "Bring on the Joy." The two games–New York Drive and Rainbow Hockey–are fun, nostalgic games designed to drive brand awareness and engangement, highlighting Coach as a gift-giving desitination for the holidays.


The games were available for a limited time on japan.coach.com and physical arcade machines were set up at select Coach stores around Tokyo. In North America, the games could be unlocked via a special Snapcode pin which customers could scan to open the game in the Snapchat app.


As the lead designer, I illustrated and animated all assets for both games and worked closely with the dev team in Japan to bring them to life.

Key Metrics
65,200

total plays

1.8X

plays per user

27,000

conversions to site

New York Drive

New York Drive takes place in a captivating, tron-esque interpretation of New York City. The goal is to collect as many gift boxes as possible while avoiding oncoming traffic in order to reach the finish line.

Rainbow Hockey

Rainbow Hockey is a modern, colorful take on the classic arcade game Pong. The objective is to score goals and collect prizes to defeat your opponent.

in-store

Alongside the mobile experience, physical arcade machines were installed at Coach stores in Omotesando, Ginza and Shinjuku as a way to bridge the customer experence from online to offline, ultimately driving traffic to stores.

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