LEGO / PLAY IS YOUR SUPERPOWER! / 3D Anamorphic Billboard / Times Square 

ImpactX / Lego / Silvercast

To bring back the joy of play, Lego launched the “Play is Your Superpower!” campaign, a global campaign that transforms ordinary environments into fun-filled Lego-fied mini worlds. We crafted a Times Square billboard with Rapport’s Impact X team as a key highlight of this initiative in one of the biggest cities in the campaign. This fun Lego crosswalk billboard brightens the plaza and invites everyone passing by to pause, have some fun, and reconnect with their inner child.

Read more: https://www.lego.com/en-us/rebuild-the-world

Collaborating closely with Lego, we crafted a playful narrative about a group of super kids taking their first big trip to New York City. And what trip to NYC could be complete without some  “I ❤️ NY” souvenirs? This leads to hijinks, and a bit of mayhem, and course- an epic 3D Lego moment. As New Yorkers ourselves, we added unique touches, like the opening of subway car doors and a dramatic 3D coffee spill, complete with scattered Lego pieces.

One of the most exciting challenges was conceptualizing a world where the Lego story could be realistically recreated. Every piece we designed digitally was based on actual Lego components, and we connected them just as they would be assembled in real life. We finally achieved the dream of playing with Legos at work! 

For our team of creatives and Lego enthusiasts, this project was a dream come true. It was a joy to work with Legos and create such a standout piece for Play is Your Superpower!