Insight
As the world emerged from Covid and entered an era of AI driven screens and digital fatigue, people began reconnecting with nostalgic brands that felt tactile, creative, and emotionally familiar. Lite Brite was unexpectedly surging again as audiences searched for more hands on forms of play and self expression.

Tension
Hasbro had an opportunity to amplify Lite Brite’s cultural resurgence but needed to evolve it beyond a toy aisle product into something relevant for modern audiences, families, and nostalgia driven millennials.

Idea
We transformed Lite-Brite into a large scale immersive experience turning the iconic toy into a multi room world of light, creativity, and shared wonder. Launching in Los Angeles before expanding across North America, Australia, and Asia, the experience helped reposition Lite Brite from a nostalgic product into a globally relevant cultural experience.

My Role: Creative Director, Lead AD
Project Partners: Secret Location
Client: Hasbro, Lite-Brite