Lego Bricktacular

10 Bricks, Infinite Play

Lego Bricktacular is a first of its kind Augmented Reality Lego building game. This experience can be enoyed for both mobile and Snapchat's Spectacles.

BACKGROUND

TRANSFORM PHONE TIME INTO PLAYTIME : Creative play isn’t just for kids, it’s a powerful tool for adults too — fueling imagination, boosting creativity, and keeping our problem-solving skills sharp. But adults spend up to 7 hours on their phones daily, with an average of 80% using that time to passively scroll. So, the LEGO Group asked us to use AR to reintroduce play to an adult audience.

IDEA

BUILD ANYTHING, ANYWHERE, ANYTIME. In this always-on AR game, players build a series of objects with AR LEGO bricks, for time. You must complete builds to unlock new challenges and levels.

Or, let your imagination run wild with Free Play mode, then share your creations with the world.

DESIGN DEVELOPMENT

In designing Bricktacular, we want to honor LEGO's storied heritage while boldly embracing the future, creating an immersive AR experience where iconic bricks come alive in your world with every playful interaction.

AR is the magical bridge between imagination and reality, turning the world into a living LEGO playground — for anyone, anywhere, anytime. Our design direction embodies playfulness, creativity, and fun, reflecting the joyful and imaginative nature of LEGO.

USER EXPERIENCE

We designed Bricktacular with the end user at the center of every decision. Our goal was twofold: create an intuitive experience that captured the tactile joy of building with physical LEGO bricks, while developing gameplay that felt engaging, rewarding, and appropriately challenging.

To find the right balance, we took a hands-on, iterative approach—using paper prototypes to explore different game mechanics, testing multiple formats, and putting early concepts in front of as many people as possible. These insights helped us continuously refine the experience, ultimately creating a game that translated the creativity, discovery, and playful satisfaction of building with LEGO into an interactive digital experience.

OUTPUT

We developed a suite of marketing materials that showcased the experience and gameplay in action, complemented by playful compositions that captured the energy, creativity, and fun of Bricktacular.