Digitized Merchandise

Io Interactive was looking for unique merchandise to promote their HITMAN franchise. The goal of the project was to generate buzz through HITMAN’s platforms ahead of the launch of a special one-shot mission featuring Jean-Claude Van Damme.

Partnering with a game company to make high end merchandise presented an obvious opportunity. I wanted to play with the concept of easter eggs. Easter eggs are like hidden gems within games that signal to players that someone thoughtfully designed the experience. That concept is wildly cool to me.

So the concept became: unique limited caps, digitized and hidden inside the game level, with their physical twins available to purchase AFK.