Faced with rising parental concern over passive screen time and kids bouncing off the walls all summer, NEX saw an opportunity: families don’t want less tech, they want better tech that gets everyone moving together. Brains uncovered a powerful insight: parents want summer to feel like freedom, not an endless fight over screentime. Brains transformed this idea into an emotional, nostalgia-driven brand spot, positioning NEX Playground as the spark for messy, magical summer moments indoors and out. With lyrical storytelling, iconic VO, and playful IP tie-ins, Brains reframed NEX from a gaming console to the heartbeat of a summer that kids (and parents) won’t forget.