GetJoy's Virtual

Dog Park

Creating an award-winning immersive experience.

The Problem

How can GetJoy differentiate themselves from their competitors?

Can metaverse be the way to bring fresh value to their services?

The Solution

The goal was to help GetJoy be the first brand in its industry to appear in the metaverse and show people that taking care of your dog is not only a chore but also can be a fun activity. We created an immersive metaverse space in Decentraland, focusing around the client's goal: increasing the attractiveness of GetJoy’s services in their customers’ perception.

Immersive Experience Strategy
Immersive Experience Strategy
Creative Marketing Strategy
Creative Marketing Strategy
Promotional Content
Promotional Content
Building a 3D Metaverse Space
Building a 3D Metaverse Space

Defining the goal & Ideation

In our initial discussions, we delved into GetJoy’s brand ethos—where love and purpose meet in every meal and product.

As we mapped out priorities, GetJoy set its sights on pioneering presence in the metaverse, envisioning a realm where pet care transcends reality.
Our journey continued with meticulous research and understanding the needs of GetJoy’s target audience: pet-loving women in their forties craving innovative ways to pamper their companions.


Art Direction

Brainstorming led us to the concept of a virtual dog park, reflected in moodboards and concept art.

GetJoy Concept Arts

List of activations

We meticulously outlined interactive features, prioritizing gamification.
List of Activations - GetJoy Photos
By playing and taking care of their dogs users could earn exclusive NFTs - wearables such as hats, collars, bowls, toys, t-shirts and many many more. Additionally, users could meet there with their friends, and go on virtual walks with their dogs.

Visual Development

Our team executed 3D modeling and texturing to breathe life into the envisioned space.

IT Development

Then it was time to bring our world to life. The IT team programmed the space according to the list of the activations. Such as:
- coding
- interactive elements
- adding music
- commands
- elevator
- score system.


Testing was the final stage of creating a metaverse. We’re checking if everything works smoothly
and debugging when there’s a necessity.

Public Launch

public launch - video placeholder

With a tight deadline set for Cinco de Mayo, we delivered on time.

We were asked to create promotional social media ( content for the public launch. Cinco de Mayo limited collection included: 2 dog breeds originated from Mexico - Chihuahua and Xolo and a flower headpiece wearable.

Get Joy Public Launch Cinco De Mayo

First in the Industry

GetJoy made history as the first brand in dog nutrition to venture into the metaverse, it garnered widespread acclaim and media attention, with features in prominent publications like Trendhunter, The Drumm, Business Wire and Cheddar News.

Notably, our initiative was nominated for the 2023 North American In2 SABRE Awards, standing shoulder-to-shoulder with industry giants like Animal Crossing and Wendy’s in categories such as "PR in the Metaverse" and "Most Disruptive Campaign."

Ultimately, our innovative campaign secured victory in the category of "PR in the Metaverse: Best Virtual World Campaign," solidifying our position as pioneers in leveraging virtual spaces for impactful brand promotion.

Client: GetJoy &
Creative Director: 
Mateusz “Owi” Owsiany
Project Manager:
Paulina Bogińczuk
3D Designer:
Mateusz Baranowski
Julia Łebek
Graphic Designer:
Wiktoria Łebek
Concept Artist:
Jakup Skop
IT Development:

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