Building a brand around a game.

I was proud to collaborate with one of the most iconic brands in gaming history — Tetris. The challenge? Go beyond the game itself and unlock a deeper emotional story. Through dynamic workshops and real conversations with Tetris fans around the world, we landed on a powerful truth: Tetris isn’t just a game — it’s a universal language. Born in Russia, popularized by Japan, and understood instantly across the globe, Tetris speaks to something timeless in all of us.

At its core, Tetris taps into our human instinct to solve, connect, and create order out of chaos. We are all part of “Generation Tetris” — individuals shaped by the drive to fit pieces together and make sense of the world. This idea became the heartbeat of the 30th anniversary celebrations, turning a beloved game into a global story of unity, creativity, and play.

We All Fit Together became a movement within Blue Planet to think of Tetris not as a game but as a brand philosphy.