Ami Le Jeu
Ami - The Game
Emilie Ettori illustrated the neighbourhood. We turned it into a game.
The illustration already existed: a lively, densely populated view of Le Marais, created for the opening of AMI’s flagship store at 96 rue de Turenne.
Our role was to transform it into a playable environment: define the game mechanics, divide the image into sections, manage the areas to find, and develop the experience around it.
The concept
Inspired by Where’s Wally?, players must find nine illustrations by Alexandre Mattiussi, hidden throughout the artwork, one by one.
Nothing was added to make the image easier to play—not a highlight, not an artificial marker. The game relies entirely on what was already present in the illustration. Our work remains invisible; hers does not.
A neighbourhood-wide activation
The experience extends beyond the screen: a café, bakery, florist, and greengrocer each dressed their storefronts or products in AMI’s colours for the occasion.
3D-printed tokens, designed after each location, represent the journey from one address to the next.
Unlike the Mystery Box or Mailbox activations, this experience involved no transaction and nothing to buy. It was a tribute to the neighbourhood, its history, and the local businesses that bring it to life.
On the tech side
We developed a mobile-first experience designed to remain smooth and intuitive, even when navigating a highly detailed illustration. Users can zoom in, zoom out, and freely explore the scene to find the clues and the nine hidden characters.
The integration was particularly comprehensive, including interaction management, image navigation, progress tracking, and the triggering of the game’s various stages. A reward mechanic completed the experience, with an NFT drop and entry into a prize draw for players who completed the journey.
The challenge was to orchestrate a rich, high-performing, and mobile-accessible gamified experience without ever compromising its sense of fluidity.