Usually, in first-person shooting games, the goal is to shoot enemies with traditional weaponry until they’re killed or incapacitated. However, with First-Person Lover, things work…much differently.

The project, put together by the team at Isbit Games, is actually a promotional release for Swedish fashion label Bjorn Borg, according to Fastcodesign. The goal of this unique first-person adventure is to not kill enemies, but rather to “blast” them with unique capabilities, such as a holographic kiss blow or a teddy bear bomb that explodes with a colorful array of love dust.

Hitting these enemies with these attacks will, in turn, strip them naked, which sends them cowering to cover themselves up. At that point, it’s up to the player to liberate them by dressing them in Bjorn Borg-based apparel, thus giving them a new lease on life.

It’s a strange idea having a first-person game like this to advertise a fashion label, but it seems to work for some players, even though it does get a bit strange. At one point, your character, dressed in aviator goggles and underwear, can use rainbow-colored energy beams to literally blast the clothes off of adversaries.

However, Jonas Lindberg Nyvang, marketing manager for Bjorn Borg, insists that the content of the game isn’t about being sexual or deviant in any way. “We are not forcing people (to have sex),” he explained. “As a love agent in the game, your mission is to liberate haters by undressing them with your love guns and then dress them in Bjorn Borg clothing.”

As seen in the trailer below, First Person Lover is definitely an acquired taste, and not really meant for younger players. Still, for those seeking a weird alternative to the usual first person shooting fare, it just might hit the spot. How effective it’ll be for selling the clothing line’s products, though, has yet to be seen.