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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 #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 it created a delight moment at the end of the pitch that helped seal the deal.

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.
  • Gamified the missions online and at the event, so people could win goodies.

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 get to see the Amazon custom packagings.
Equipment page showing a yellow Calorie Mate box, flavour and pack-size options, and a product card with price and add to cart button.
Collaboration page with the Calorie Mate.
The launch event in Shibuya Parco.

Results

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