2026 | Concept | Art-Direction | Design
For a pitch to a retail loyalty agency, I was tasked with reimagining "Cubeez" magnetic collectible cubes traditionally featuring animal themes. The agency needed a fresh concept for 6 to 12-year-olds. Since this demographic is deeply immersed in digital platforms like Roblox, I moved away from passive collecting. To capture their attention, the physical toy had to reflect their digital interests. This led to Glitcheez: a gender-neutral cyber concept bridging physical fidget-play and digital world-building.
The narrative centers on a "Great System Crash." The World-Cloud's master code has fragmented into sentient data-bits called Glitcheez. Kids become System Architects with a clear mission: Collect. Solve. Sync. First, they Collect the scattered magnetic Glitcheez from supermarket blind bags. Next, they Solve offline logic puzzles and schoolyard battles. Finally, they Sync their physical puzzles with a Web-AR app to reboot the digital system and unlock online rewards.
The core magic lies in the tactile, magnetic attraction of the cubes, coming alive in the 'Snap-Down': a lightning-fast schoolyard battle. Kids draft three Glitcheez and compete using a Rock-Paper-Scissors mechanic. Blue Firewalls block Red Trojans, Red Trojans overload Green Overclockers, and Green Overclockers boost Blue Firewalls. One clever move triggers a chain reaction, capturing an opponent's entire row. It is strategic, physical, and instantly playable with just a few blocks.
The Motherboard Box turns storage into an active 4x4 puzzle grid. To repair the Supercomputer, kids build a logical pathway from the Start port to the 'Core', bypassing viruses and combining the right cube classes. Once completed, they scan the board with a web app. In Augmented Reality, a digital energy beam flows through the cubes. If the logic is correct, the system reboots, proving the physical and digital worlds are perfectly synced.
Web-AR activates unique character animations on cube faces based on individual personalities.
When cubes stack, personalities collide. The AR filter animates faces twitch. Linking a Red Trojan to a Green Overclocker ignites a viral explosion on screen. This phygital loop turns toys to life as physical links drive digital drama.
Web-AR activates unique character animations on cube faces based on individual personalities.
When cubes stack, personalities collide. The AR filter animates faces twitch. Linking a Red Trojan to a Green Overclocker ignites a viral explosion on screen. This phygital loop turns toys to life as physical links drive digital drama.
