To launch LEGO Hidden Side, the brand’s first AR-enhanced play theme, we needed a fresh creative approach—one that bridged physical LEGO building with the digital world of ghost-hunting play. Because capturing ghosts, surprises, and jump-scares sit at the heart of the franchise, our campaign visuals and materials had to feel alive, reactive, and infused with the thrill of discovery.
We brought this energy to life by capturing kids as the true drivers of the experience. Their curiosity, expressions, and playful reactions became the emotional anchor across Hidden Side’s OOH, promotional materials, shopper assets, product videos, and lifestyle photography. Instead of simply showcasing the sets, we showed the moment the products transform and the kids’ reactions to what are hidden as the AR layer reveals ghosts, portals, and surprises, to those who dared.
