For LEGO Masters and LEGO Masters Jr., FOX Entertainment partnered with some of the biggest franchises on earth, crafted cinematic 3D animated LEGO builds, to drive massive fan engagement across every social platform.We set out to partner with some of the world’s most iconic franchises and reimagine them through cinematic, 3D animated LEGO builds to elevate the LEGO Masters brand. Our ultimate was bringing brands, creators, and fans together outside of the show. We did this by building collaborations that felt both unexpected and authentic.
To bring our project to life each collaboration was built to feel authentic to the brand while putting Will, Kelly, and the judges directly into the story in a way fans would instantly recognize and want to share. We kicked things off with Star Wars, jumping into hyperspace for a trench run that ended with the Death Star exploding, then headed down the yellow brick road with Wicked, where a where host Jamie was turned into a flying monkey—an activation that even caught the attention of director Jon Chu, who partnered with FOX and shared the work himself. From there, we teamed up with DC Comics where Will suited up as LEGO Batman for a ride through Gotham. We then partnered with Disney for a wild ride through the Magical Kingdom led by Kelly Osbourne. We then took flight with the Wizarding World of Harry Potter, soaring above Hogwarts to set up a spellbinding LEGO challenge, and wrapped things up with LEGO Ninjago, riding elemental dragons around a towering pagoda. Each franchise came with its own visual language, tone, and approval process that we made sure to honor in order to execute each piece successfully. We also needed to seamlessly integrate the hosts and judges into each universe in a way that felt organic, playful, and story-driven rather than forced. On top of that, coordinating timelines, feedback, and approvals across multiple global partners required tight collaboration and flexibility, all while maintaining consistent quality and momentum across the campaign. Finally, pushing through an oversaturated social landscape and driving meaningful engagement meant every piece had to feel special, instantly recognizable, and worthy of fans’ attention.
The results clearly met our objectives by proving that LEGO Masters could live far beyond the broadcast. By partnering with globally recognized IP, we were able to reach new audiences outside the show’s existing fan base while still delivering content that felt authentic to LEGO Masters and worthy of each partner brand. We also consider the work a success because it drove organic amplification. Several partners actively shared the content across their own social channels, most notably Wicked, where director Jon Chu collaborated with FOX and personally amplified the creative. These collaborations were designed to spark conversation, drive engagement, and connect fandom ultimately delivering over 1.3 million in reach, 1.6 million impressions, and 3 million in total impact.