Emagineer

Emagineer was a product that aimed to disrupt a real shift in attention: kids were aging out of LEGO earlier and migrating to smartphones and mobile games. We were tasked with creating a web presence as part of their pre-launch campaign. It needed to build excitement to lead users into 1st party data entry via registrations of interest. The work needed to make the proposition feel immediate, playful, and credible for kids and parents.

I collaborated closely with the Creative Director to shape the concept, then owned the site build end to end, collaborating with the design team and 3D modeller. My scope covered implementation, interaction behavior, motion, and the technical details needed to make the experience feel polished and responsive. It was critical that the end result had a feeling of fun that could reflect the fun of the product itself.

The experience had to balance two things that often pull in different directions: a technical product story and a human, playful tone. It also had to carry the weight of the idea through the first interaction, not rely on explanatory copy to do the work.

The Emagineer app used AI to recognise what a user drew and generate options for LEGO build instructions and brick lists. To bring that interactivity to life, five original high-fidelity renders were used as reveals when users clicked the line illustrations. The transformation, paired with music, created a sensory experience that conveyed the app's potential clearly.

With a focus on storyrtelling through interaction, we started by designing the lead interaction, because that was where the concept had to land. Rather than opening with explanation, we used clickable line illustrations as the entry point and built the experience around reveal moments. I then developed the full site, keeping the interaction fast and the presentation tight so the experience held together as a single system. For the production to be successful, we needed a seamless experience which required utilising high standards of compression and modern web techniques.

The main decision was to express the idea through reveal moments instead of a conventional product narrative. That kept the emphasis on curiosity and discovery, which matched the product itself. We also treated the visual language as part of the story, combining a technical aesthetic with human detail so the identity felt both engineered and approachable.

As the site took shape I made the decision to push it even further by breaking the assets into smaller pieces to be animated individually. This resulted in far more energetic scenes that held more character and life.

The project delivered a launch experience that communicated the product clearly and with energy.... and won several awards including a Silver Cairns Crocodile in the category of Digital Craft