Sharktective

School

Multimedia University Cyberjaya

Lecturer(s)

Ts. Dr. Heidi Tan Yeen-Ju, Kharlal Nisha Sarfuddin

Brand

SharkClean

Rational

Gen Z gravitates toward tech that feels intuitive, something that understands their space and reacts faster than they can. That inspired us to personify the Shark vacuum as a sharp detective solving the “case” of dust, with each Smart Pro feature reimagined as a detective skill: scanning, sensing, analysing.

From there, we created a playful detective universe where everyday mess becomes a cast of adorable plush “suspects.” People connect more deeply with characters that mirror relatable frustrations, have clear personalities, and exist within a cohesive world. So each type of mess—crumbs, fur, dust, spills, lint—was transformed into a charming offender with its own silhouette, texture cues, and comedic “crime.”

The result? A collectible character squad led by the Sharktective, designed with soft shapes, minimalist kawaii expressions, and warm, unified palettes. Together, they turn cleaning annoyances into an engaging, story-driven world Gen Z can connect with.