Four decades of line‑clearing magic deserved more than a throwback logo. Tetris needed a birthday party that looked ahead, not back.
Production / Experiential
Tetris
Industry
Year
Underdogs declared “Level 40”—an invitation to keep climbing. We reimagined the game’s falling blocks as modular architecture: pop‑up walls that rotated into new footprints at every stop.
The traveling Tetris Museum featured prototype Game Boys, designer sketchbooks, and a five‑story LED scoreboard tracking visitors’ high scores in real time. An AR filter let users aim their phone at any skyline and watch blocks rain between buildings, racking 2.1 million uses in its first week.
A holo‑foil ILTHY® capsule riffed on classic block shapes, each tee tagged with an NFC chip linking to the player’s personal high‑score leaderboard.
To celebrate the 40th anniversary of Tetris, the Underdogs team helped ILTHY throw a one-of-a-kind party that brought the iconic game to life. Fans came together to play, connect, and experience the nostalgia of Tetris through a modern lens. The event doubled as a launch for the limited-edition ILTHY x Tetris streetwear collection—merging gaming culture with bold design. The original founder of Tetris and members of the Tetris team were seen repping the gear, adding authenticity and legacy to a collab that honored the past while shaping the future.
