The Campaign

We demonstrate the power of imagination with a LEGO creation that shows you a different image depending on how you look at it. Using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO creation, fitted on a rod and mounted on a base. However, when lit at an angle and rotated, the amorphous shadows evolve into three independent, recognisable forms.

Creative Execution

By using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO creation, fitted on a rod and mounted on a base. However, when lit at an angle and rotated, the amorphous shadows evolve into three independent, recognisable forms. We worked with John Muntean, a Chicago-based scientist-artist who employs the magic angle spinning technique often used in nuclear physics in his art, to design these multi-dimensional installations.

Indication of how successful the outcome was in the market

The LEGO installation exhibited at a newly-opened flagship store, drawing a 53% increase in footfall over three days. As LEGO inspired customers to tap into their imagination, sales of LEGO Pick-A-Brick and suggested LEGO sets grew by 28%.

The installation is placed in the LEGO flagship store to target in-store customers who can interact with it. A three-sided triangular QR code accompanies the rotating installation, directing customers to suggested LEGO sets available in-store that allow kids to build the respective shapes. For example, at the angle that the user sees a dragon shadow, scanning the QR code will direct the user to a variety of LEGO sets from which dragons can be built.