Active Theory

Reese’s Puffs x AMBUSH® Breakfastverse

Playful, Eccentric, Futuristic, Discovery, Competition
Metaverse, Immersive & Virtual, Best Partnership or Collaboration / Nominee
Active Theory

Metaverse, Immersive & Virtual, Best Partnership or Collaboration

Bridging the gap between varying audiences to deliver an experience enjoyable to all. Elly McIlwraith, Head of Production


Q: Can you briefly describe your project and the concept behind it?

A: The Breakfastverse is a cereal-inspired microverse created in collaboration with Reese’s Puffs and AMBUSH®. This interactive experience invites fans to explore two breakfast themed worlds while collecting chrome cereal pieces along the way.

Q: Once you settled on your idea, what influenced your decision on the chosen technical approach? How did it differ or go beyond approaches you’ve taken in the past?

A: Powered by our Dreamwave platform, the Breakfastverse unfolds a new chapter for the existing AMBUSH® SILVER FCTRY spaceship. We added a level of gamification to the existing multiplayer experience to bring fans of the respective brands together with a common goal in mind.

Q: What were some of your biggest learning and takeaways from this project?

A: The biggest takeaway from this project is the importance of holistic UX design. With repurposing parts of an existing experience with a new goal in mind, we needed to take a step back and assess which features add value in a gamified context.

Q: What web technologies, approaches, tools, or resources did you use to develop this experience (WordPress, headless, AI, Sublime Text, HTML5, Adobe XD, etc)?

A: We utilized our inhouse, custom developed immersive 3D platform Dreamwave for this experience: Javascript, WebGL, multiplayer WebSocket servers.

Q: How did the final product meet or exceed your expectations? What results did you see?

A: Both the fashion world and breakfast enthusiasts nation-wide were prompted to channel their inner child in an innovative way. Using our Dreamwave platform, we were able to introduce these audiences to a new way of creating connections between communities. Seeing everyone come together to explore the depths of the Breakfastverse was a rewarding experience!
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