New ways to gamify role-play experiences through digital-physical innovation
LEGO Ultra Agents
#design_leadership #creative_lead #creative_direction #team_leadership #product_development
As Creative Lead of the LEGO Ultra Agents line - I oversaw the product development of physical toy playsets with an accompanying digital experience. A playtheme that was specifically designed to target older boys of 9-14, LEGO Ultra Agents was conceived to provide these kids with new ways to play in a digital context that would resonate with where they are playing today.
With a focus on "gamifying role-play", and finding innovative ways to provide playful digital layers over the physical products, a unique digital graphic novel accompanied the physical toys - with an innovative "app brick" that kids could use within the construction of special LEGO gadgets. These gadgets would allow them to control their digital tablet - unlocking stories and solving evil mysteries!
A unique exploration exploring the digital-physical possibilities of LEGO role-play.
Project @ LEGO | 2013-2014
