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Metal Gear Solid Δ

#FindSnake: across Amazon’s online and offline for the game’s launch.

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Client
Konami
Type
Campaign
Role
Lead design engineer
Year
2025
Metal Gear Solid Delta launch event: a walkway lined with hanging ivy and green lights, stacked branded Amazon boxes, and Snake on a large screen.

Brief

Konami remade Metal Gear Solid 3 as Metal Gear Solid Delta, and wanted it to reach new players as well as longtime fans. In the game, Snake hides in a cardboard box, and Amazon delivers in cardboard boxes, so the campaign hid Snake across Amazon for people to find: #FindSnake.

At the pitch

For the first pitch, I made a quick AR prototype from things I had already built. At the end of the pitch, the client scanned a QR code and saw a model of Snake in the room with them, so they could try the team’s idea for themselves.

My part

  • Built the AR prototype for the pitch and presented it with the creative team.
  • Engineered the brand store, which holds every mission, the pre-orders and the event information.
  • Engineered the AR that finds Snake hidden in the special Amazon box and envelope.
  • Stayed on through launch and changed the build when plans changed.

The work

The brand store, with every mission.
Brand store home page over a game scene of Snake sitting beside a soldier, with the Metal Gear Solid Delta logo, 08.28 release date and a product card.
The store’s home page.
Mission page on an olive camouflage background showing a Metal Gear Solid Amazon box in 3D, Japanese mission text, box and envelope tabs and an AR start button.
Mission 02, where you find Snake with AR.
Equipment page showing a yellow Calorie Mate box, flavour and pack-size options, and a product card with price and add to cart button.
The equipment page, with the Calorie Mate tie-up.
The launch event, where people did the missions in person.

Results

260K+Live viewers on the launch-day Twitch stream, a record
World firstAmazon envelope activation for a gaming franchise
LargestSingle-brand offline event by Amazon Brand Innovation Lab Japan
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