France was under a lockdown. It was a difficult moment for music fans as all live music shows were cancelled. 

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Over the years, PUMA, a multinational corporation that designs and manufactures athletic and casual fashion, has created strong relationships with many artists, many wear the PUMA attire during their concerts.  

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And so, when Alonzo, a famous French rapper and PUMA brand ambassador released ab EP during the lockdown, we decided to bring his music to his fans through a virtual concert. 

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It would happen in the only city that was COVID free and without any lockdown: The City of Los Santos in the GTA V Video game. We made this city our virtual location to create a live music show. 

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We digitalized all the assets that compose the event and with PUMA, we integrated official clothes and shoes to dress Alonzo’s character.

 

We worked on the scenography to connect the track list with visual effects. To attend the show you had 2 options, in-game through your game character or through Twitch.

 

It was a success: 

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• 1.4M impressions  

• Trending Topic (Twitter). 

• 10K peak Live viewers. 

• 60K viewers. 

• 1M comments (Twitch). 

• The event raised +2K€ for charity 

• 11,3M impressions by PR.