We planned and developed contents for "Phygital Festival", which was hosted by Sony Music Entertainment. The Phygital Festival is an experienced-based kids event with themes of “physical” and “digital technology”. Its contents are a combination of physical games and technology, so the venue was packed. We developed “Bug’s Tone”, a game based on bug catching.
Bug’s Tone is a digital insect catching game which combines two pastimes that children love; insect collecting and card games. The experience is divided into 3 phases. First, the children look for insect cards which are hidden around the venue and “catch” their favorite bugs. Next, they plug the “caught” insect cards into a special stand. The stand scans in the card information, such as insect shape, pattern, voice etc. and “shuffles” the information to produce a new species of insect. The newly produced insect can be named as you like and saved. Depending on the combination of cards used, various unique insects can be produced. The final part is observation. The saved insects are displayed in an insect cage on screen.
The children had great fun with the “phygital” insect catching, exclaiming in delight when a strange insect was produced and observing them with great interest.


  • Creative Director:Toshiyuki Hashimoto (PPP), Yasutaka Sasaki (PPP)
  • Art Director & Designer:Naohiro Yago(SIX INC.)
  • Sound Designer:Shuta Hasunuma
  • Space Designer:Akira Yamage (mountain house architects)
  • System Developer:Tomohiro Akagawa(aircord)
  • Motion Designer:Yumi Nishida
  • Photographer:Daisuke Hayata