Silk Road Run

Positioning Samarkand as a global destination for adventure tourism

A pixelated side-scrolling game scene with a castle, treasure, and floating coins against a sunset sky.

As more and more people begin to explore the world through running, Uzbekistan Art and Culture Development Foundation wanted to put Uzbekistan on the map for the global fitness travellers.

Silk Road Run is an advertisement feature campaign seeking to do just that. Produced for Uzbekistan Art and Culture Development Foundation, the campaign highlighted the Samarkand Marathon as a way to introduce running audiences to Samarkand, a jewel of the Silk Road in Uzbekistan.

Silk Road Run is a retro-inspired endless runner game through the dazzling streets of Samarkand, Uzbekistan. The virtual race through the streets of Samarkand, set against a nostalgic, 8-bit portrait of the city's most famous landmarks, allows audiences to explore the destination through play, blending storytelling, interactivity and social distribution.

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