The Shire
LEGO / LORD OF THE RINGS
The Shire exclusive was part of a larger campaign for LEGO Lord of the Rings products. I directed a designer for the layout of the product’s detail page and referring assets, while managing a vendor on the creation of bespoke motion content. There was an in-store activation component, as well, so I directed that initiative, simultaneously.
I marketed these exclusive LEGO Lord of the Rings sets, based on my favorite movies, based on my favorite books, three years in a row! You can take a look at the previous two years of LEGO LOTR by clicking the links below.
Based on the success of the previous years’ Lord of the Rings products, I was given a larger budget for bespoke 3D content. I used Blender and LEGO 3D files to quickly create detailed storyboards for the vendor. Motion content was used on the product’s detail page and across referring assets and social posts to maximize the return on investment.
In-store activation
To drive footfall in stores, an activation idea was requested. Our concept was an illustrated poster printed on premium stock, showcasing all three LEGO Lord of the Rings exclusive products in a triptych format. The gift with purchase was gone by the end of the product’s release day and people were already buying and selling them on ebay.