LEGO® Star Wars

    Force Builder    

PITCH & AWARD

CONCEPT & STORYBOARDS

DIGITAL EXPERIENCE DESIGN

An interactive experience that encourages creativity in physical play

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 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.

As kids progressed, their personal galaxy expanded—missions became more complex, new parts of the universe unlocked, and their Force grew stronger. At the heart of it all was their own Hangar—a personalized maker space where LEGO Star Wars characters dropped in to challenge them with their next big mission.