In 2022, FOX Entertainment’s most unbricking-believable reality competition series returned, LEGO MASTERS. To market the show’s massive 3rd season, featuring huge celebrity guest appearances, and its themed-night format, FOX partnered with some of the most iconic brands in the world! To build up excitement around these brick-tastic brands, we created the ultimate interactive weekly content series on social where fans could “Tap To Build '' their very own Lego creations.
Using LEGO’s virtual kit building software, BrickLink Studio, we built custom models and environments to promote LEGO Masters and its brand partners. Those models were then taken into the 3D software Blender for animation and rendering. We used a combination of the AssembleMe plugin for realistic kit-building simulations, keyframe animation to animate environments and LEGO Minifigs, and physics simulations to create LEGO-fied smoke and explosions. First, we launched the season’s premiere episode with NASA by creating an astronomical Artemis Rocketship! Then, we went back in time with Jurassic World and hatched a Lego build 65 million years in the making! After that, we unmasked 3 mystery builds to cross-promote FOX’s very own The Masked Singer with a Retro TV, Phantom Mask, and a Totally Phat Boombox! Next, we knew fans would “Marvel” over the cutest Lego build in the galaxy! Finally, we crossed the finish line with NASCAR where we got the checkered flag!
The partnership and theme creative helped leverage both Lego Masters and Masked Singer episode awareness and even helped promote the brand's new initiatives that we partnered with. The design coordination and overall campaign strategy for these posts helped to boost engagement and viewers for the episode themes.