A mobile game for kids.
The Emlings is a mobile game created for McDonald’s Australia (in collaboration with Leo Burnett) with main goal of bringing the magic back into their restaurants – in special to 4 to 8 year old kids.
In short, the concept is about these fantasy creatures, the Emlings, that were scared off from the Imagination world by the Nada monsters. The player’s job is to rescue the Emlings from the real world (AR for the rescue!) and teach them how to be imaginative again.
This project challenged me in many ways, from learning about educational games and designing for toddlers to learning about mobile game design. Perhaps the biggest challenge was to translate a rather complex concept into a game flow that couldn’t rely on text or many metaphors.
Also, McDonald’s as a brand has a great social responsibility for standing among controversies in a – rightfully so – critical society. So we worked closely with professionals in the education industry to make sure The Emlings reinforced McDonald’s social responsibility.
The Emlings was very well received by their kids and moms. It also got attention by winning bronze on the London International Awards (LIA) on the branded entertainment category.
Awards: Bronze on the London International Awards
My role in the project:;
- User research;
- UX design:
- Creative development.