LEGO - Play Is Your Superpower, Coast to Coast
LEGO wanted its “Play Is Your Superpower” platform to feel larger than a campaign — it wanted it to feel like a takeover. The brief called for immersive, unmissable experiences in two of the country's highest-impact media markets simultaneously, turning architectural landmarks on opposite coasts into living canvases for LEGO storytelling, and giving audiences in New York and Los Angeles a shareable, memorable reason to believe in the power of play.
Two markets, two landmarks, two very different architectural realities: the historic, chandeliered Vanderbilt Hall inside Grand Central Terminal in New York, and the 136-foot Ovation Archway in Hollywood.
Each site demanded a 3D projection experience that read as native to its architecture — not a projection dropped onto a building, but a story built for that specific structure.
The two activations needed distinct animated narratives tailored to each regional audience, while still reading unmistakably as one national LEGO campaign.
Solution
EPM Consulting Group managed this engagement as project manager across both coasts at once — a dual-market activation that required aligning two builds on two timelines without letting either slip. That meant owning the venue relationships at both Grand Central Terminal's Vanderbilt Hall and the Ovation Hollywood complex, keeping LEGO's creative and marketing teams aligned on a single campaign voice across two very different locations, and coordinating production scheduling with National Experiential, who handled the technical execution.
National Experiential's production team used LiDAR scanning to build pixel-precise digital templates of both venues and deployed multiple 4K laser projectors to deliver the three-minute animated experiences — LEGO figures navigating crocodiles, obstacle courses, and safari landscapes across the walls and ceiling of Vanderbilt Hall, and an entire LEGO apartment building, complete with characters and racing vehicles, brought to life across the Ovation Archway. EPM Events' role was to keep both builds — and the client relationship spanning them — moving in lockstep.
Two of America's most recognizable landmarks became immersive LEGO playgrounds for thousands of visitors, proving that LEGO's creative vision translates with equal power across a 100-year-old transit hall and a modern entertainment archway. The dual-coast activation generated substantial organic social engagement and delivered LEGO's message with clarity in both markets: play isn't a phase you outgrow — it's a superpower.
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