Mobile Ad Campaign: Lego Dreamzzz 2024
Creative Direction & Interaction Design
The Brief
This was a project I led while working for the mobile advertising agency Adludio. I was tasked with creating a new LEGO Dreamzzz unit for 2024, following the success of the 2023 unit.
This time, LEGO wanted me to create something similar to the previous creative but with an added sense of progression. Once again, the campaign would focus on driving engagement rather than click-through rate.
The main challenge was creating four new mini-games that were different from the previous unit but used very similar assets.
The Soloution
To align with the sense of progression that LEGO was looking for, I decided to make this unit into a game with four different levels. Each level could only be played once the previous level had been completed. To incorporate the LEGO Dreamzzz storyline into the unit, I aimed to create a narrative of saving your friends and escaping the Never Witch throughout the games.
The creative was centered around a level selection screen where the user could see which levels they still had to complete. From here, the user could tap on each level to play it and work their way through the game until they had completed the final level.
Have a look below to see the full user journey and descriptions of each mini game.
Level Selection Screen
At the start, the user is presented with the Level Selection screen. Here, they can tap on levels to play them and also see which levels are locked and still need to be completed.
Level 1 - Choose Your Character
In Level 1, the user must complete the game before they can choose their character to play with for the rest of the creative. The game is a simple matching game where the objective is to match the character to the outline.
Level 2 - Memory Bottles
Level 3 is all about finding memory bottles that the ravens have stolen. This was part of the brief from LEGO; they wanted one of the mini-games to be based around finding the memory bottles. In the game, you have to move a tracker over the raven to reveal that it has a memory bottle. Once all three memory bottles have been found, the level is complete.
Level 3 - Catch the Clock
This level is based on a specific episode of the LEGO Dreamzzz series, where the characters have to compete in a race to catch the clock before the alarm goes off. I created a game where the user has to tap to keep their character in the air as they move through the racecourse. Floating collectibles help guide the user and keep them on track.
Level 4 - Escape the Never Witch Part 1
The last level is split into two mini-games, each focused on saving your friends and escaping the Never Witch. In the first game, you have to move a platform left and right to catch characters before they fall into the portal below.
Level 4 - Escape the Witch Part 2
The second part of the final level is a simple memory test mini-game. Three hotspots appear in a random order, and you have to tap them in the same order they appeared. Each time you tap a hotspot, the Never Witch begins to fade a little more. After the last hotspot has been tapped, she disappears completely, and the level is complete.