LEGO came to us with a challenge: create a digital experience that bridges physical and digital play for the LEGO Star Wars franchise. Our answer? Force Builder—an open-ended play experience where kids “Find Their Force” through creative digital building.

We I led the initial pitch and discovery phase, developing the core concept, art direction, and user experience. We worked closely with LEGO to craft an experience that captured the vast Star Wars universe in a single platform—giving kids a way to explore the saga, meet characters, and harness the power of the Force, all while engaging the same creativity they use when building with physical LEGO bricks.