The Brief
Build a national LEGO event experience and evolve the classic 'brick-in-hand' play by pushing the boundaries with new digital technology.
.LEGO Imagine Nation Tour
We built a coast-to-coast LEGO experience from the ground up, evolving the classic 'brick-in-hand' play by seamlessly merging physical and digital worlds using the Unity 3D game engine and Kinect for gesture based controls. We crafted an immersive event that brought beloved LEGO properties like Ninjago, City, and Elves to life, complete with bespoke branding, event experience design, and a custom online presence that spanned web, mobile, and social. It was an incredible opportunity to push the boundaries of play and creativity.
Hundreds of thousands of people visited the cross-Canada events, and game experiences like LEGO City: Crafty Crook Pursuit and Ninjago: DoJo Defense were adapted and scaled to LEGO Lands across Canada and the US.
My kids and I are huge LEGO fans, simply put, this was a dream project.
Ninjago, City, Elves: Game play demos
