Invisible North Expands Sui’s Brand World Into A Hyper-Real Gaming Universe

Invisible North (IN), a global creative and marketing agency, developed a comprehensive multi-platform ad and brand campaign for the launch of SuiPlay0X1, the first-of-its-kind handheld gaming console with native web3 capabilities. It supports a wide range of PC games, as well as new AAA titles developed using Sui technology. The launch coincided with Korea Blockchain Week (KBW), where Mysten Labs, the original contributor to the Sui blockchain, kicked off presales for the handheld gaming device. The campaign, spanning online activations with real-world events, was designed to drum up excitement for this digital gaming breakthrough in the lead-up to its official 2025 release. To do so, IN headed to Seoul, South Korea for Korea Blockchain Week to turn the city into an ungated playground and redefine what a game launch could look like.

Since SuiPlay0X1 is an unconventional product, IN needed to come up with an unconventional campaign to break free from the established power structures of gaming. Marking this new approach to gaming technology, the “Ready / Sui // Play →” campaign allowed every gamer to become a part of the game. The launch began with seeds planted through bold out-of-home media, reimagining Seoul’s streets with a version of a roaming PC bang (a type of internet cafe or LAN gaming center) that took OOH directly to the people.

From these larger-than-life OOH installations to jaw-dropping events, every moment of this campaign was a portal into the future of gaming. Partnering with YGG, IN produced sponsorship zones for an epic gaming tournament where community and competition collided, giving gamers the chance to win a coveted SuiPlay0X1. IN also orchestrated a standout presence for Sui at the KBW IMPACT conference, ensuring they were at the forefront of the industry conversation. There were live gaming demos, bespoke merchandise, and performances, also created and produced by IN.

The cultural centerpiece was an unforgettable immersive experience at SJ Kunsthalle, a local gallery that mounts temporary art exhibitions, transformed into the “Ready / Sui // Play →” Clubhouse, where visitors stepped inside a 10,000 sq. ft. console and every level was brought to life. Gamers got to play beyond the boundaries of traditional gaming, where reality and entertainment were seamlessly fused into a living gaming landscape.

Korea Blockchain Week took place September 1-7, 2024. This marks IN’s fourth activation in the APAC market.

Invisible North is a global agency helping the world's most innovative brands bring their story to life through experiences, film and content, and creative media.

Credits:

Agency Leadership:
Amber Ward, Co-Founder and CEO
Geoff Renaud, Co-Founder, CMO
Karen Devault, VP, Head of Accounts
Stefan Tauber, Head of Creative & Strategy
Donna Meredith, Head of Production
Nari Hamed, Head of Content

Project Leadership:
Michi Ohira, Senior Creative Director
Amanda Murray, Senior Producer
Josh Kitts, Account Director
Tommy Petroskey, Creative Content Producer

Core Team:
Kate Fagan, Senior Producer
Jeremy Correnti-Wood, Art Director
Julia Morris, Experiential Designer
Grace Lee, Senior Graphic Designer
Alice Chau, Senior Strategist
Tamanna Chowdhury, Strategist
Trevor Morgan, Senior Motion Designer
Marriam Elasser, Motion Designer