Crafting the Playprints World
Leading the creative on Clarks’ first metaverse project is something I will always remember fondly, largely because it offered the unique opportunity to build something entirely from scratch.
The brief was simple: create characters inspired by the prints embossed into the sole units of four children’s shoes, a seahorse, a dinosaur skeleton footprint, a big cat print and, for those of us born in the 1980s, the iconic Magic Steps key.
From the outset, it was clear these characters needed to coexist within an authentic, imaginative world of their own. Rather than treating them as isolated ideas, I envisioned a shared fantasy kingdom with the scope to grow into something far bigger than a handful of short product films. By developing a narrative around these characters, we had the opportunity to engage a young audience in ways the brand had never explored before.
For many of us, Clarks advertising carries a strong sense of nostalgia, with Magic Steps standing as a defining example of that legacy. Drawing inspiration from Clarks’ history of fiction led campaigns, I began sketching out ideas. Before long, those early concepts evolved into what became Playprints World, a place where an evil queen ruled from the shadows, skateboarding dinosaurs carved their way through dense jungle landscapes, and classic brand icons were reimagined through fresh, fantastical lore. Central to this was a reimagined origin story for the Magic Steps key, transforming it from a simple symbol into a powerful artefact woven into the very fabric of the world.
Soon after establishing a global lore for the characters, it became clear that the story needed to live somewhere truly native to our audience. We reimagined Playprints World for Roblox, the ideal platform to deepen engagement and allow young players to actively participate in the universe we had created.
To support the launch and ongoing evolution of the game, I wrote a series of episodic short films designed to introduce the world, tease gameplay, and bring new updates and characters to life over time. These narrative moments ensured the story continued to grow alongside the experience.
The launch films went on to win a Drum Award for Best Metaverse Launch, a true testament to the power of authentic, story led thinking. Playprints World ultimately attracted over three million unique visits, proving that meaningful world building, when grounded in imagination, heritage and a sense of fun, can transform a product idea into a living, participatory brand universe.