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LEGO and Gameloft have a long relationship, having partnered on several licensed games. But when LEGO asked Gameloft Advertising Solutions to promote their new LEGO Technic and LEGO City lines to kids (ages 4 to 12) and parents (ages 30 to 45), we had to innovate new strategies to not only get their attention but to engage them with the brand through their mobile devices.


Our first solution was this interactive video that I scripted. It’s a choose-your-own-adventure that mixes animation and live action. At several points, users could choose where the story branched, leading to four potential endings.

The result was a campaign that not only encouraged users to engage with the brand once, but repeatedly as they discovered the various endings, each revealing a different LEGO product.

For the more complex LEGO Technic line, we targeted a slightly older demographic (18 to 25 years old). To do so, we integrated the product into Gameloft's most popular racing game, Asphalt 9: Legends, with a gamified ad. Users earned in-game currency for Asphalt 9 by playing mini-games in which they assembled a LEGO version of the McLaren Senna GTR. The games were designed to be simple, immersive, and satisfying. This required not only attractive copy, but also clear UX writing and iconography.

One of our greatest partnerships was the creation of LEGO Legacy: Heroes Unboxed, a gacha-style RPG where players built and collected a wide range of LEGO characters and locations, all of which were based on actual playsets that could be purchased.


To promote the game, I was tasked with building a large and engaged social media community on Facebook and Twitter for the target audience of kids (ages 4 to 12) and their parents (ages 30 to 45). One of the most effective tactics was to show players the kind of heroes they could recruit, which is why I created graphics like these, showcasing the characters plus a few simple gags that fit the LEGO brand tone.

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