Left Field Labs, a creative technology agency within Stagwell's Code and Theory Network, is celebrating two wins at the 29th Annual Webby Awards, widely regarded as the "Internet's highest honor" by The New York Times. The Webby Awards recognize excellence across the internet, and this year, Left Field Labs’ groundbreaking work earned them top recognition.

Innovating with Twister: Introducing "Twister Air"

One of the standout achievements of Left Field Labs was their reinvention of the classic game Twister. Partnering with Hasbro, the agency infused augmented reality (AR) and AI to create "Twister Air" — a dynamic, high-tech version of the beloved family game that brings new levels of fun and connection across generations.

Twister Air takes the traditional Twister game off the mat and into a new, immersive space, allowing players to engage in an interactive experience that combines physical movement with digital elements. This creative reinvention earned Left Field Labs two Webby Wins and a finalist nomination in recognition of the innovative integration of emerging technologies.

Recognition and Industry Impact

The Twister Air project has not only garnered industry recognition but also gained accolades at the Toy Industry Awards, where it was awarded Game of the Year. The success of Twister Air shows the evolving nature of classic games, blending nostalgia with cutting-edge technology to create a new way for families to connect.

Brian Baker, Senior Vice President of Board Games at Hasbro, expressed his excitement:
"It's fantastic to see Twister Air take home two Webby Awards this year. It's a great reminder that even as our games evolve, that core spark they bring – the movement, the laughter, the connection – stays the same."

A New Chapter for Emerging Technology in Play

Sarah Mehler, Founder and CEO of Left Field Labs, shared her thoughts on the significance of these wins:
"We've entered a new chapter, where emerging technologies such as immersive aren't just enhancing our experiences — they're redefining how we create, connect, and play. These wins are a testament to what's possible when visionary partners like Hasbro meet us at the intersection of imagination and pragmatic execution."

Left Field Labs has spent years honing its expertise in AI and immersive technology, and these wins serve as a validation of their innovative approach to blending creativity with cutting-edge technology to transform experiences.