Lego Playbox
Lego Playbox is an in-store experience that encourages kids to open their imaginations. This campaign is designed to bring the experience to life.

Co-Art Director/Designer: Emily Spellmann
Copywriter: Brandon Jessee

Interactive & Experiential
Kids bring their art to the LEGO store and enter it into the playbox station. Anything they submit will come to life as instructions and LEGO bricks are distributed from the program. Playbox can even be experienced digitally through the LEGO Reality app. With the help of virtual reality, kids use a LEGO ocular to further explore their creations. 

The animated "Open Your Playbox" logo is used throughout the campaign.


Using traditional advertising we create the setting for the competition. Children select the question they want and build their answer.