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Lego

The Ghost Detector

BRAND

Lego

PROJECT

The Ghost Detector

TYPE

Exhibition

ROLE

Creative Director

Agency

Herren der Schoepfung a.k.a Liganova Horizon

YEAR

2019

OVERVIEW

LEGO's Hidden Side - Where Every Brick Holds a Spooky Surprise!

In 2019, LEGO introduced a true game-changer in the world of toys. The Hidden Side is a series of LEGO sets haunted by spooky ghosts that come to life on your smartphone through Augmented Reality. To captivate children with the new LEGO world, we aimed to craft a straightforward and distinctive experience that merely involves a single LEGO brick.

Concept

The Ghost Detector is an interactive machine that analyzes and extracts spooky ghosts from ordinary LEGO bricks, transforming young LEGO fans into bona fide ghost hunters. With no requirement for app installations or the perusal of lengthy manuals, we convert a regular LEGO brick into a tactile gateway to an exhilarating virtual fantasy world.

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EXECUTION

The technology underpinning the narrative always strives to make the realm of the Hidden Side and its characters as authentic and engaging as possible. To bring our Ghost Detector to life, we expanded the story with existing characters and incorporated original sounds and voice actors. Professor J.B., the main character of The Hidden Side, leads the visitor through the "Extraction Process," from successfully scanning the brick to obtaining a coveted trophy: The ghost selfie. The specially crafted LED light show enhances the spooky mood, adding to the overall effect.

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The Result

The Ghost Detector delivers a versatile, scalable, and immersive product experience, already generating enthusiasm for the Hidden Side and captivating over 12,000 visitors at 27 events in 20 German cities. On average, more than 242 ghosts were captured, prohibited from appearing in selfie photographs, and taken home every day. This took place at iconic landmarks such as Potsdamer Platz in Berlin, Marienplatz in Munich, and the Cathedral Square in Cologne.

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Klaus-Martin Michaelis
Experience Design Director
069 FFM, Germany

© Klaus-Martin Michaelis 2024

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