Brief
LEGO Super Mario is a new concept for LEGO that integrates innovative technology, enabling Mario to react to different moments, actions and bricks. We needed to create content that demonstrates how this works (and not just a typical ‘how-to’ video).
Solution
Turn LEGO Mario into a game on Instagram Stories.
We used Instagram Stories to demonstrate the play experience and all of the features with simple, engaging and fun games, making the user feel they are in control. To make it more interesting, each level got progressively harder.
The set is all about competing with friends, so both LEGO and Nintendo took it in turns to post the Stories on Instagram, giving the illusion that they were ‘competing’ with one another to collect the most coins.
Final level (in-situ)
First level example (no tapping through)
Creative // Jonathan Gaiger
Strategist // Miguel Eduardo Vara Paraja
Producer // Natasha Moses