Brain Games National Geographic Channel, 2013

National Geographic Channel was launching a new show, Brain Games. The show invites viewers to explore a world where time slows down, reality is an illusion, and things aren’t always as they seem – just like in the human brain. To engage with consumers, we implemented a “build it vs. buy it” approach using one of the most famous brain games for materials: Rubik’s Cubes.

Mediahub/Mullen contacted Rubik’s Cube Artist of Record, Pete Fecteau to live-build a custom mosaic. New York City residents and visitors watched Pete turn 3,612 Rubik’s Cubes into an original work of art (which had never been done before by an advertiser). The final image was famed illusionist Harry Houdini – but this real-life brain game tried to trick viewers by having them guess: Is he in profile or is he looking straight ahead?