Challenge

Introduce a new range of LEGO Star Wars products to parents. Research showed that many gamers had grown up but now had children of their own — while still being fans at heart. The question was how to communicate these products in a way that resonates both with their nostalgia and their role as parents.

Reaction

I directed and designed an interactive Star Wars universe where users could explore and choose a side of the Force. The experience allowed players to engage with the world while discovering products organically, including the ability to “spy” on the opposing side. The journey was completed with unique digital content rewards, turning the campaign into an engaging and effective success story.

Expertise

Creative Direction

Design

Gamification