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The strategy centered on creating something bold, fun, and dynamic, to make an experience that would resonate with both longtime Lego fans and new audiences. By blending nostalgia with fresh energy, the campaign sought to remind people that Lego is more than just a toy.
This project focused on developing a campaign concept for Lego with the aim of capturing the brand’s spirit of creativity and play. The challenge was to design an ad campaign that not only highlighted a featured Lego set but also gave attention to some of the classic sets that continue to hold value and spark imagination.
- Develop a clear & cohesive concept
- Create multiple variations that fit different formats
- Introduce a fresh idea
To start the project I did some initial research to help me gain a better understanding of the company and certain branding marks I had to hit. From there I chose to create an ad campaign for their Polaroid OneStep XS-70 Camera set, because I loved the nostalgic feel and I felt a lot of potential with this set. From there I started drafting concepts.
This revolves around the basics of Lego designs which is blueprints. This idea focuses on how the build works as well as the vintage feel that the camera is focused around. I took inspiration from old camera blueprints and chalk board drawings and diagrams that show the inner workings of the camera.
Once I landed on sketches I really loved, it was time to bring the campaign to life. This is where the ideas finally started to take shape and turning rough doodles into polished illustrations, playing with colors, and making sure everything fit the playful vibe of the project. Watching it all come together was definitely the most exciting part.
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The design approach for this campaign was to blend the worlds of Polaroid and LEGO into a concept that resonates across generations. Polaroid captures memories, while LEGO sparks creativity and imagination, both rooted in nostalgia for many older audiences and still exciting for new ones. Using vibrant colors and a dynamic layout, the campaign highlights the playful connection between the two brands.The tagline Engineering Instant Memories brings both worlds together, LEGO represents building and creativity, while Polaroid reflects capturing lasting moments.
