LEGO DreamZzz Campaign
LEGO DreamZzz introduced a brand new universe where imagination becomes power. Across the 2023 and 2024 campaigns, I translated this world into flagship window displays and in-store visuals, using strategic storytelling, scale, and clarity to make a new and complex IP feel instantly accessible, playful, and empowering for kids.
In-Store Play Experience
This in-store play experience turned the DreamZzz story into brick-in-hand play, inviting kids to build a dream creature or vehicle to defend the Dream World. Hero characters prompt the build, with brick bins and building surfaces accessible from all sides to encourage constant, collaborative play. A bold dream portal rising above the vitrine acted as an eye-catching beacon, pulling kids into the experience.
5th Avenue Windows
This two-window installation told one continuous story, following Izzie as she leaps from her bedroom through a dream portal and arrives in the Dream World, sword in hand with Bunchu by her side. Large-scale brick models and physical props created strong street-level impact, while the portal visually linked both scenes into a single narrative moment. Designed for a high-traffic Fifth Avenue location, the windows relied on bold composition and clear storytelling to stop passersby and draw them into the DreamZzz universe.
Leicester Square Window
This London window expanded the story in its second year with higher stakes and darker tension. With a budget allowing for only one brick build, layered print assets, and vinyl clings worked together to create depth, story, and brand clarity.
A towering new villain anchors one side of the window, with corrupted versions of the heroes suspended above. Opposite them, the heroes return reinforced by a massive T-Rex mech descending from the ceiling. The final display felt cinematic and immersive, extending the DreamZzz narrative while commanding attention in one of London’s busiest retail spaces.
