The Room

Most football boot launches start with the product. We didn’t. For Kylian Mbappé’s Mercurial drop, we used AI and immersive technology to teach the mindset that earned him those boots in the first place. Inspired by a real photo of Mbappé’s childhood bedroom, we rebuilt the space as an interactive training system. Powered by a 100+ step UX sequence, the room reacted to each person with personalized SFX, visuals, and challenges based on mental exercises Mbappé practiced growing up. An AI young Mbappé coached participants in real time. Those who completed the challenges unlocked the Mercurials.