Lego Dreamzzz

Role: Creative direction | Project management

Result: Built excitement and buzz for Lego Dreamzzz Season 2 through gamified ad units, which produced a 25% engagement rate uplift from prior campaigns.

Build on success

Coming off of a successful Season 1 campaign with the Lego team, we were tasked with upping the stakes for a Season 2 awareness campaign that would include elements of gamification to tease the audience. We led the creative direction of the overall game sequence to give users a refreshing, gamified world that they can tap into to experience the brand.

Strategize the gameflow

While the Season 1 creative had an open-ended discovery element, we hypothesized that giving more of a progression-based story mode through “unlocking” latter levels will drive further engagement through creating urgency and excitement. We designed a home screen level selector, three mini games, and a final boss level for the user to complete.

Testing final product

I managed a team of two other designers where we collaborated on overall structure and gameplay. Once all game demos were completed, we worked with developers to produce a cohesive demo where we can test out each mini-game in sequence. Once live, we closely monitored performance on each game and tweaked some of the longer games to maximize completion rates in order to minimize drop-off from each level to the next.