2021 – Funomena
Ralph Lauren: The Winter Escape
Roblox
Ralph Lauren: The Winter Escape immersed players in a fun, photorealistic space that promoted collaboration and community within Roblox.
Collaboration
The Ralph Lauren Roblox live event was all about sharing the love. Players would trade in their hard-earned Cheer™ to receive holiday ornaments to hang on the central tree.
New ornament design unlocks encouraged players to express themselves and get creative.
Community
For every ornament hung, players would vote on how they want the experience to evolve, with new VFX and clothing options added daily.
This game loop gave players a shared goal, and empowered the Roblox community to customize its own Ralph Lauren experience.
Lead Designer
Led 20-person development team, mentoring a group of dynamic studio interns.
Collaborated with Ralph Lauren digital team to ensure event met their product goals, and lived up to the high standard of the Ralph Lauren brand.
Designed all minigames, activities, and game systems, including Cheer™ earning and in-game voting.
Designed UX for clothing purchase flow, rewards metagame loop, and step-by-step tutorial.
Ralph Lauren: The Winter Escape ranked in the Top 100 Roblox games by gameplay time during its month of availability.
The game recorded over 3 million Monthly Active Users (MAU) and over 150 thousand Average Daily Active Users (DAU).
For players that purchased the exclusive Ralph Lauren digital UGC limited items, the Average Revenue Per Paying User (ARPSU) was an impressive R$ 320.
