Bridging the digital and physical world

This project realised the vision of merchandise existing in both digital and physical form, making it findable in the video game Hitman and AFK.

Key contributions:

• Co-initiated a collaboration with IO Interactive to promote HITMAN through a physical merchandise concept

• Designed, produced, and sourced materials for 10 unique, handcrafted caps

• Defined a visual and narrative direction aligned with the game’s tone and the Jean-Claude Van Damme character, despite the game still being in development

• Co-created the quote “You are all me”, capturing the villain’s mindset and strengthening the narrative link between character and product

• Drove the idea of digitising the caps and integrating them into the game as Easter eggs, turning the project into a physical–digital twin experience

• Supported campaign reach through influencer distribution and content-driven handovers

• One cap was auctioned for nearly 5,000 DKK, indicating strong audience engagement

About the project

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 and paved the way for thinking about digital twins.