BEYOND THE YELLOW BRICK ROAD
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BEYOND THE YELLOW BRICK ROAD ★
Ahead of Elton’s final North American tour show at Dodger Stadium, I led the recreation of Elton’s iconic career in the metaverse for the first time and collaborated with Roblox and its users to create an immersive world of Elton’s music, fashion, and legacy.
Beyond the Yellow Brick Road launched in November 2022 offering visitors a chance to game to five of Elton’s biggest tracks via a Guitar Hero-like rhythm mechanic. Users went on scavenger hunts, answered trivia questions to earn and collect yellow brick tokens to gain status as a VIP and backstage access to Elton’s green room. Here, they could take a selfie of their avatar which appeared on stage with him at the physical Dodger Stadium show.
Collaborations with Gucci and model Karlie Kloss saw Elton’s items trend across the platform with his dance emote, Heart Skip, becoming the best-selling emote.
Vital to the experience’s success was the way we collaborated with users and creators on the platform to empower the Roblox community with the same self-expression that Elton has used throughout his career. Creators designed digital fashion items inspired by Elton’s most iconic looks.
