A connected Roblox ecosystem for HUGO BOSS, launching with HUGO Hangout and HUGO Fashion Match
The commission
For HUGO BOSS, SEED built Planet HUGO as a set of connected Roblox experiences. The launch brought HUGO Hangout and HUGO Fashion Match together under one brand identity.
How it was made
The structure links individual destinations within the wider Planet HUGO world. Each experience has its own place in the ecosystem, giving the brand more than one way to appear on Roblox.
Built to keep changing with HUGO
Planet HUGO is a long-running brand destination on Roblox. The world changes with HUGO’s calendar of activations, so each new moment gives players a reason to return.
Results
- 3.15M+
- Visits to the PLANET HUGO hubRoblox, as of 20 Oct 2026
- 649K+
- Visits to HUGO FASHION MATCHRoblox, as of 20 Oct 2026
- 257
- HUGO UGC items on Roblox67 free, 190 paidRoblox Marketplace, as of 20 Oct 2026
- 4
- HUGO emotes on Roblox1 free, 3 paidRoblox Marketplace, as of 20 Oct 2026
More work
All work-
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Holographic display content for Mercedes-AMG Petronas F1 events, using AI-generated imagery -
Wizz Air Let’s WIZZ
A brand film connecting international destinations for Wizz Air’s Let’s WIZZ campaign -
Stella McCartney Save What You Love
Generated birds become part of Stella McCartney’s feather-free SS25 fashion story. SEED supplied creature art direction and compositing into existing campaign photography.
