The Objective
LEGO needed lapsed CITY fans who hadn’t yet discovered its trains to notice and want the new Express Passenger Train. The strategy tapped into their desire to take control of the worlds they build, positioning the set as a way to run their own railway and become the conductor of their own station — turning their passion for trains into renewed affinity for CITY.
Creative Solution
To bring it to life, we created a TVC and a suite of cutdowns that took kids on a spectacular roller-coaster journey through a child’s imagination. Shot using live action blended with CGI, the film became a high‑speed ride through the LEGO City worlds they can build, a visual metaphor for taking control of their own railway and commanding the city they create.
TV/ OLV - 20 Seconds
Social Media Posts - 10 Seconds 5:4, 9:16, 1:1