LEGO Holiday Windows 2025
For the 2025 holiday campaign, “Is it play you’re looking for?”, music became the unifying idea. Inspired by Broadway, each New York window was treated like a stage, carrying a distinct product story and palette. A series of theatrical moments designed to draw people in and reward a closer look.
Friends Nutcracker
A playful take on The Nutcracker, using Friends mini dolls as performers on a holiday stage. Rotating platforms, microphones, and oversized candy elements created movement, while lighting added rhythm and depth.
In collaboration with production partners, we brought the scene to life through motion. Spinning peppermint candies, twinkling lights, and Cataclaws peeking from behind the curtain added a layer of storytelling and a subtle sense of artifice.
The result is a window that performs. It invites people to stop, engage, and experience it as more than a display.
The Rolling Stags
An immersive snowy forest where a reindeer band performs for an audience of woodland creatures. Designed as a counterpoint to the stage-like energy of the opposing window, this scene leans into atmosphere and world-building.
A raised drum platform anchors the composition, while an LED band and overhead string lights introduce motion and warmth. Cataclaws returns as a connective thread, subtly reacting to the music.
Together, the windows balance spectacle and immersion, each contributing to a larger narrative.