LEGO / Immersive Premiere / LEGO DREAMZzz

How do you make LEGO fans aware of their brand new core IP LEGO DREAMZzz – An animated show about kids battling evil in the dream world with a huge line of themed LEGO sets to follow?

By hosting a big bang Premier of the first two episodes for celebrities, influencers, press and the media at White Rabbit Studios in Shoreditch complete with fantastical visuals and interactions as well as a guest appearance by the stars of the show, Matteo and Izzie!

When guests arrived they were greeted by Matteo and Izzie where they could pose for a press photo in front of the “dream wave” branded board and “Dream Bridge” – The doorway portals used by the characters in the show to travel to different “dream realms”.

Then, at the main entrance, we had LEGO DREAMZzz promo imagery as well as a blue carper and blue wave branded windows.

Once inside, guests were greeted with a fun selection of fruit bubble teas at the bar, as well as lots of food and snacks. We had a huge LEGO DREAMZzz backlit logo, another branded photo opportunity with the logo inside a dream cloud and illuminated clouds hanging from the ceiling to add that extra bit of magic and wonder to the whole theme.

In the next room we had a huge branded ball pit representing a dream cloud that guests could “dive into the fun and adventure” through.

Alongside the ball pool we had a “Dream Confessional” video booth where guests could reveal their craziest dreams to post on social media.

We also had lots of fun and intriguing props that hinted at the content of the show in a display area alongside the activations. There was Matteo’s backpack and sketch book (complete with doodles of fan favourite character “Z Blob”), lunchboxes, jelly, LEGO pencils and much more.

In front of the screening room we also had a huge colouring wall and pens for guests to colour in and sign.

Alongside the colouring in wall we had a mind-bending “dream wave” inspired infinity mirror as well as cloud popcorn to take into the screening.

In the screening room we had rows of LEGO seating as well as big, blue, comfy bean bags at the front. Our compare introduced the event alongside another appearance by Matteo and our residential “dream crafter” magician.

Once guests had viewed the first two episodes we allowed them to enter the dream world they’d just been introduced to for themselves, starting with the “dream landing” – the space in the dream world where Matteo and Izzie always arrive first (still in their beds) before using the dream bridges to get to the different dream realms. This space also featured a giant brick build of Matteo’s pencil sword.

One of the first and most prominent dream realms in the show is the “Corrupted Fantasy Realm” which we also brought to life through a dream bridge style doorway. Here we depicted the battle between the protective “Dream Chasers” – led by Matteo and Izzie – and the Nightmare King’s army of “Grim Spawn” corrupting dreams and turning them into nightmares.

This space also featured a huge brick build of Z Blob as well as a LEGO build table where kids were asked to create the craziest thing they could think of that might inhabit the dream world.

In the corrupted area of the fantasy realm we included a tattoo station where guests could get LEGO DREAMZzz branded sleeve tattoos as well as their faces painted.

In a corner of this space we had a green screen 360º video booth that enabled guests to enter the dream world digitally. They were captured and immediately added to an amazing piece of content that they could share on social media.

We even had our very own “Dream Crafter” operating around the space in the form of illusionist and magician Louise Andrée. We even created bespoke LEGO DREAMZzz playing cards for her to use on the night.

Guest List

Our celebrity and influencer guest list included Gemma Collins, Giovanna Fletcher, Myleene Klass, Ferne McCann, Joe Sugg, Linda Robson, Amy Childs, Adam James, Izzy Judd and many, many more.

The celebrity and influencer guests all posted from the event to their combined audience of millions to make them aware of the new LEGO show available to stream on various platforms in just a few days time.

We created bespoke assets throughout the event, including a branded countdown to help build excitement before the screening of the first episode.

The event also drove awareness of the watch-along show on YouTube featuring some of the same influencers, which you can watch below:

Role: Creative Director

Agency: The Producers (part of the Less Ordinary Group)

Producers: Becky Randall and Tom Gale

Lead Designer: Alex Walden

Additional Designer and Artworker: Mark Thornicroft

Motion Editor: Stuart Fry