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TURNING DOWNTIME INTO PLAYTIME

TURNING DOWNTIME INTO PLAYTIME

The world has become more and more distracted from play. Adults spend up to 7 hours on their phones daily, with an average of 80% using that free time to passively scroll.

But play isn’t just for kids, it’s a powerful tool for adults — fueling imagination, boosting creativity, and keeping our problem-solving skills sharp.

So, we teamed up with LEGO to turn downtime into playtime.

Together, we built BRICKTACULAR:

A first of its kind, always-on AR LEGO game that that constantly challenges players’ building skills and creativity.

Play anytime, anywhere, with anyone, and unlock the infinite building potential of just 10 bricks.

We also created a wearable version for Spectacles, debuted onstage at Snap Partner Summit.

It became the first branded experience ever to launch on Spectacles.

Pioneering the Next Frontier of Play

How we made next-gen tech feel familiar and intuitive

  • Hands-free interaction

    Dual hand tracking and a custom pinch trigger makes building feel physical and natural

  • VoiceML

    AI-powered voice commands open up an infinite creative canvas

  • Speak your vision

    For example, players can ask for new bricks in every shape, size, and color

  • Dual platform

    SnapOS provided smooth interoperability across mobile & Spectacles

  • Robust user testing

    Diverse testing across ages and abilities led to better onboarding and game mechanics

  • "Ghost Brick"

    We developed a caching and optimization system to predict where LEGO bricks will drop, helping players visualize their position in space

  • Surface tracking

    Through quick and seamless plane identification, players can use real surfaces in their space as building platforms

Impact: Marketing & Results

  • Scaling Globally

    We launched in 14 countries, across 5 languages

  • Earned reach

    Massive press & social reach with a 94% net positive sentiment score

  • Deeply engaged play

    Nearly 40 seconds of playtime per session

  • A LEGO League

    Mobile players drove 71 million impressions

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