We teamed up with AXE, Mindshare and The Martin Agency to launch Shonen Baby, Lil Baby’s first manga debut brought to life inside a virtual Manga-Atlanta. Fans could step into a 3D city, explore the world as avatars, and discover exclusive AXE content in a setting that felt part comic book, part hometown.

We built the cross-platform, multi-user virtual world and integrated all the manga-inspired art into the interactive city. To measure impact, we layered in Metalitix™ analytics, tracking heatmaps, dwell time and behaviours inside the experience. AXE brought the brand and Lil Baby brought the star power — we made sure the virtual world was alive and shareable.

The activation was a cultural crossover, music, manga and tech all wrapped up in one. Fans loved exploring the world together, and for AXE it was a fresh way to tap into youth culture with something that felt authentic and new. For us, it showed how shared immersive spaces can take brand storytelling to a whole new level.