FUD2026
FUD Cheese Rush: Quesitos vs. Pizzitas
A head-to-head arcade game where every hit drips melted cheese, built to prove a brand's cheese really melts.
The challenge
Turn a product claim (the cheese melts naturally) into a game festival-goers want to play, on a 3×2 m screen hit with physical foam balls. The campaign: El Americano Que Me Derrite.
The idea
A PvP whack-a-mole: in a retro-futuristic set, cannons fire 3D characters from two teams. One player scores by smashing pizzitas, the other by smashing quesitos, by throwing foam balls at the screen.
Hitting certain buildings releases melted cheese, landing the campaign message inside the gameplay.
My part
I programmed the full game from scratch in Unreal Engine, defined the final look from general guidelines, led the subcontracted 3D team and built the final world.
I created the cheese-fluid VFX (simulated in Houdini, played back in Unreal), ragdoll reactions, squash-and-stretch cannons, voxel/neon particles for character spawns, materials and lighting, and calibrated the Hokuyo sensor that detects where each ball hits. The UI was co-created with the studio.
Breakdown
- 01
Cheese in Houdini
Pre-baked melted-cheese simulations.
- 02
Playback in Unreal
The simulations play back inside the game.
- 03
Hokuyo detection
The sensor locates each ball's impact (my calibration).
- 04
PvP match
Two players, live score.
- screen hit with real foam balls
- 3×2 m
- players per match
- 2
- festival days
- 3
Outcome
Played throughout the three days of EDC México 2026 at FUD's "Playground of Food and Gaming" booth.
The challenge
Turn a product claim (the cheese melts naturally) into a game festival-goers want to play, on a 3×2 m screen hit with physical foam balls. The campaign: El Americano Que Me Derrite.
The idea
A PvP whack-a-mole: in a retro-futuristic set, cannons fire 3D characters from two teams. One player scores by smashing pizzitas, the other by smashing quesitos, by throwing foam balls at the screen.
Hitting certain buildings releases melted cheese, landing the campaign message inside the gameplay.
My part
I programmed the full game from scratch in Unreal Engine, defined the final look from general guidelines, led the subcontracted 3D team and built the final world.
I created the cheese-fluid VFX (simulated in Houdini, played back in Unreal), ragdoll reactions, squash-and-stretch cannons, voxel/neon particles for character spawns, materials and lighting, and calibrated the Hokuyo sensor that detects where each ball hits. The UI was co-created with the studio.
Breakdown
- 01
Cheese in Houdini
Pre-baked melted-cheese simulations.
- 02
Playback in Unreal
The simulations play back inside the game.
- 03
Hokuyo detection
The sensor locates each ball's impact (my calibration).
- 04
PvP match
Two players, live score.
- screen hit with real foam balls
- 3×2 m
- players per match
- 2
- festival days
- 3
Outcome
Played throughout the three days of EDC México 2026 at FUD's "Playground of Food and Gaming" booth.
Behind the scenes
Stack
Unreal Engine · Houdini · Hokuyo
Credits
- Client
- FUD
- Agency
- ByHappy
- Production
- WeMake