2023 LEGO DreamZzz Campaign
This campaign was quite the buffet of disciplines. I was lucky enough to be deeply involved in creative work from window and product display design, art directing a video/photo shoot, and creating digital assets for lego.com and their social channels.
Banner Backdrop
While another team member worked on the front side of the banner, I composed the back of the window banner with a hero shot of some supporting characters. Bursting out of a dream portal, it provided a nice backdrop for photo ops. The material was die cut foam core for stability.
Primary Display
From there, I designed the primary product display case with a layered eye-catching top to create depth. The characters and logo were printed on clear PET-G set in front of a foam core background.
The lower wrap features heroes and villains of the theme and extend inside the vitrine where the risers pull in elements of the DreamZzz environment. Rocky green outcroppings and a purple floating island with varying heights help provide visual interest and visibility for each set.
Video + Photo Shoot
To promote the in-store play experience, I art directed a video shoot in collaboration with a production agency out of London. We shot at the Flat Iron store in NYC being responsible for storyboards, casting and wardrobe selections, music selection, and working with the cast and crew to help get the shots we needed. Exhaustingly fun.
15 second social spots
Two 15 second versions were created along with 9x16 Instagram story sizes as a result of this shoot. During the filming, I worked with the on set photographer to capture still shots for digital use.
Digital assets
Rounding out this retail campaign were site and referring assets I created including motion design work with After Effects and animated banner ads.
At the same time, I provided branding guidance to an external partner assisting us with additional referring assets.
