LEGO: Build your way to the top

Brand engagement campaign 3D visualisation for campaign concept 3D models for product displays

An in-store campaign concept for LEGO, aimed at sports fans. Passers-by get five minutes to build a tower as high and as strong as they can, then it's tested on a moving, vibrating plate. The best towers are shared on social media and featured at the front of the store. The idea is built around problem solving and teamwork, two core LEGO values. Created with Jens Demarest and Daniel Chernostan.

In-store installation

At the heart of our store lies the captivating In-Store installation, offering an exhilarating challenge for all visitors.

Here's how it works: You have a thrilling 5 minutes to construct a tower that reaches new heights while ensuring its structural integrity. Once your creation is complete, it will be subjected to a rigorous test on a moving and vibrating plate, adding an extra layer of excitement to the experience.

Immersing you in a vibrant atmosphere, a colossal LED screen encircles the installation, displaying clear instructions to guide you throughout the process. As you construct your tower, an interactive Lego crowd comes to life on the screen, cheering you on with ever-increasing enthusiasm as your structure rises higher. Their joyous reactions mirror your success, amplifying the exhilaration of the moment.

But be prepared for the unexpected! Should your tower falter and tumble, the animated crowd will erupt with exuberance, celebrating the spectacle with infectious delight. The excitement doesn't end there, as you have the opportunity to proudly share your architectural masterpiece on social media. And if your skills truly shine, your creation may even be featured prominently at the front of the store, granting you well-deserved recognition for your remarkable achievement.