Interactive detective gamefor road safety
About the Project
In partnership with Roxer and commissioned by Hungarian Railways (MÁV), we built an immersive 360° detective game where players investigate a real train crossing accident. The campaign aimed to shift attitudes among young people toward railway safety — not through warnings, but through experience.
The Challenge
Reaching young people where warnings fail
Dozens of fatal accidents happen at Hungarian railway crossings every year. The ÜTKÖZÉSPONT campaign was designed to reach young people where generic public safety messaging fails — by making them feel the weight of the consequences firsthand.
The brief had two layers of complexity: first, finding a format engaging enough to hold the attention of a digitally-native audience on a serious topic; second, executing an immersive 360° experience inside a browser without sacrificing performance or story.
The Solution
Together with Roxer, we ran intensive brainstorming sessions to find a format that could carry both emotional impact and technical ambition. The result: a first-person detective narrative set at an actual crossing.
We evaluated multiple immersive web technologies before committing to A-Frame for the 360° environment, paired with Vue.js for interactivity and Lumen (Laravel) for the backend. Every technology choice was made to serve the story.
The shoot wasn't a standard production. Every angle, every cut, every scene had to be filmed to the exact specifications of 360° web rendering — meaning no post-production fixes. The director and our dev team worked side by side on set.
We built the full game as a microsite: responsive, performant, and capable of delivering an immersive experience in a browser tab without any plugin or app install.
Impact in numbers —
within the first month
Recognition
Awards
The project received multiple prestigious awards for design, UX, and technical execution.
I was impressed by how natural and seamless our collaboration was from day one. Cubicfox brought real ideas to the table and gave us confidence that every technical challenge would be handled. The results speak for themselves.
What We Learned
Collaborating with a creative agency taught us how to bridge two worlds: marketing intuition and engineering precision. When both sides trust each other's expertise, the output transcends what either could achieve alone. This project is proof of that.