- Agency: Merci-Michel
- Client: New Balance × Miu Miu
- Category: Website Design — Games & Entertainment
- Location: Paris, France
- Project Brief: Design an interactive promotional website that transforms a fashion collaboration into a real-time multiplayer experience through gamified storytelling, immersive motion, and seamless digital engagement.
A website in the games and entertainment category has to earn attention that a product page just asks for. The Tie-Break wins it by turning a New Balance x Miu Miu launch into a two-player tennis match, where every point won peels back another look from the Coco Gauff collection.
The concept does the heavy lifting a catalog never could. Instead of scrolling a lookbook, you play for it, and the reward loop of winning a rally to reveal the next piece keeps you in the collection longer than any gallery would.
The interface strips back to almost nothing but the court, the score, and the motion. That restraint keeps the game readable at a glance, so a first-time visitor is playing within seconds rather than hunting through a menu.
Merci-Michel built the whole thing on fluid WebGL-grade motion, with blurred action shots streaking across the court and micro-interactions firing on contact. The animation carries the competitive energy the theme promises, and the experience holds up across devices without dropping the immersion.
