Croco and Square

In late 2024, Atomic celebrated the Lacoste × Minecraft collection with an augmented reality experience designed to bridge fashion and gaming. Rather than a simple apparel launch, the project brings Minecraft's iconic pixelated universe into the real world: bespoke 3D visuals pair Lacoste's iconic crocodile with the game's blocky aesthetic. At the heart of the experience, an immersive AR filter lets users interact with the pixelated elements in real time, in an activation built entirely for sharing. Atomic handled the design and production end to end, from creating the 3D assets to fine-tuning the interactive experience, so it could engage fashion lovers and the gaming community alike. Result: an average session time of 24 seconds spent in the gamified experience.