San Diego Comic Con

LEGO wanted to break through Comic-Con's clutter and chaos to build a bricktacular, hands-on activation for Comic-Con fans of all ages. First, they made fans the star of their custom LEGO comic book. Fans created a 3D Minifigure character, picked their favorite fantasy world (Batman, Spider-Man, or Star Wars), and answered a few fun questions to generate their unique story. A tablet-based app designed exclusively for Comic-Con facilitated the playful experience seamlessly. Over 5,000 fans received unique 12-page, full-color comic books — each printed in about a minute and delivered along with a digital version of their comic book cover.

Next, attendees got their hands on some bricks, rifling through buckets of Minifigure body parts to build their custom character. The Minifigures then toured a LEGO-sized Instagram-style museum with 18 unique environments. The made-to-be-shared content yielded over 700 million impressions from user-generated content and media coverage like The Hollywood Reporter, Forbes, and Entertainment Weekly.

  •  700M+ Media Impressions
  •  Coverage in The Hollywood Reporter, Forbes, and Entertainment Weekly
  •  5,000+ Comics Printed (60K+ Unique Pages)

Created as a Senior Creative Director at The XD Agency