Lego: vidiyo

Two children dancing joyfully around a table with a colorful LEGO character holding a microphone, in a lively room with tropical and musical-themed decor.

Augmented reality Lego game in partnership with Universal Music

Two people sitting at a yellow table; one holds a smartphone showing a game with small character figurines on the table.

Lego VIDIYO was an augmented reality music video-making app and play system developed by LEGO in partnership with Universal Music Group for children.

Bringing together Lego with scannable elements and a mobile app to allow players to unlock effects, songs, and choreography to create shareable, customizable music videos. The project aimed to merge creative play with digital content creation, encouraging kids to experiment with performance, filmmaking, and storytelling in a safe, gamified environment.

‍As Copy Lead, I developed the world and characters across the app and social platforms, crafting imaginative, cohesive narratives that deepened engagement play.

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Lego - rows of colorful square magnets with various cartoon-style illustrations and playful designs on an orange surface.

Client: Lego