ROBLOX CREATIVE DIRECTION 1.2M VISITS

HUGO KIDS

Year 2 renewal activation within Planet HUGO and with Pop Up integrations across partner experiences.

THE CONCEPT

A surreal, collectible-led social world designed to reflect Gen Alpha’s love of playful chaos, self-expression, and digital artefacts.

For Year 2 of the HUGO Kids Roblox activation, the challenge was to evolve the world and pop-ups in partner experiences into a permanent digital playground that felt native to how 8-11 year olds play, socialise, and express themselves online.

My creative vision centred around the idea of DIGITAL GLITCH, a world where fashion, collectibles, nostaligia and digital artefacts collide in fantastical, strange and unexpected ways. Inspired by Gen Alpha’s fascination with collectibles, remix culture, individuality, and surreal digital spaces, the environment was designed to be slightly chaotic, tactile and full of surprise and delight moments.

MY ROLE

As Creative Director, I led the overall creative vision for the experience to define the core concept, visual direction and narrative framework. I worked to align teams to ensure that experience reflected HUGO Kids playful and experimental brand DNA, and to create an emotionally resonant experience for a younger audience.

KEY STATS

Over the course of the activation, HUGO Kids received nearly 10 million unique players across Planet HUGO and the partner game experiences.

4.6 minutes average playtime. 

150K+ total portals to PLANET HUGO .

12 million+ total partner game visit. 

Activation extended beyond the initial period due to it’s success.