Mobile Ad Campaign: Lego Dreamzzz 2023
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 an exciting interactive mobile advertisement for LEGO Dreamzzz (both the YouTube mini-series and the LEGO products). This campaign aimed to drive engagement with the creative rather than focus on the click-through rate.
The LEGO team provided me with brand guidelines, a story bible, and assets, and asked us to focus on gamified engagement and exploration.
The Soloution
From the story bible and assets, I discovered that a lot of the series was set in different realms in the LEGO Dreamzzz universe. To tie in the idea of exploration with the creative, I decided to use four different realms as locations for mini-games. All of this was centered around a scrollable map, where the user could scroll around and tap on the realms to play different mini-games. Each mini-game ended with a product screen where the user could see some of the LEGO Dreamzzz products and click through on the CTA, or tap to go back to the map to play more mini-games.
Have a look below to see the full user journey and descriptions of each mini game.
Character Selection
At the start, the user is prompted to choose between two characters, Izzie and Mateo. Whichever character they choose at this stage will be the one they play as for the rest of the creative.
Game Selection
After the character has been chosen, the user is invited to 'scroll around to explore the realms.' Here, they can scroll around a skyscape with four different realms, each realm offering a different mini-game that the user can tap to play.
Platform Jump Game
This mini-game was a great way to utilize the platform assets that LEGO provided us with. The main aim of the game is to reach the top of the platforms while collecting timers along the way. The mushroom platforms launch you twice as high, and the door platforms can either transport you further up or move you further down.
Protect Swashbuckle Summit
The objective of this game is to stop the Night Terrors from reaching Swashbuckle Summit. This is achieved by tapping on the Night Terrors as they approach the summit. They start off coming slowly, but as the game progresses, they come thick and fast, making it increasingly challenging for the user.
Save Mr Oz - Round 1
Save Mr. Oz is the longest mini-game in the creative, and its main objective is to save Mr. Oz from the Grimkeeper. It consists of three different rounds. Each round is a memory test that gets more difficult as you progress. Two hotspots appear in a certain order, and the user is instructed to tap them in the order they appeared.
Save Mr Oz - Round 2
Round 2 works the same, but there are now three hotspots instead of two. If you make a mistake and tap the hotspots in the wrong order, a separate part of the game will play. The user is then instructed to make a choice to save Mr. Oz. In this example, the user taps on the bubble, which creates a bubble around Mr. Oz to save him.
Save Mr Oz - Round 3
Round 3 works the same, but there are now four hotspots instead of three. Once the user taps the four hotspots in the correct order, the Grimkeeper explodes, and Mr. Oz is saved.