LEGO DOTS are small, flat shapes that beautifully tile into patterns and designs. Young girls tend to love them for room decor, fashion and crafts. But for this audience, when it comes to decorating a space, it’s vital for all elements to fit their unique aesthetic. That’s why we came up with three distinct aesthetics to demonstrate that no matter your style, LEGO DOTS can be used to bring it to life. From that idea, grew a collection of customizable posters, a pop up event, a series of videos and a digital quiz, as well as a variety of influencer content. Some highlights below!

The Posters
We worked with three illustrators to each create a poster in line with one of our aesthetics. Aside from being a stunning screen print for a teen’s bedroom wall, each poster could be personalized with the use of DOTS adhesive patches. Each poster design featured 5 empty squares where the patches could be placed and then decorated with a variety of DOTS designs.

Inspired by humid tropical vibes, **Island in the Sun** takes you to lush places where the hot sun meets shimmering waters and makes your space feel like an escape to paradise.

Inspired by past, present and future, **Bold & Vibey** lives where retro cool crashes into trend-setting vision, energizing your space with glowing colors and out-of-control patterns.

Inspired by both nature and dreams, **Wandercore** captures a boundless sense of adventure and makes your space feel as big as the world.

The Pop Up
To celebrate these unique aesthetics in real-life settings, we created a pop up event at The Grove in Los Angeles where visitors would fully immerse themselves into each aesthetic and see which one fits them best. Each aesthetic was brought to life in its own “room” with numerous surreal elements, photo opps, and of course, many examples of how DOTS could help transform a space. Outside the rooms, attendees could take a digital quiz to help pick their aesthetic as well as contribute to a collaborative design wall and pick up their poster and DOTS sets.

We created several pieces of video content from the pop up including a rhythmic, music video-inspired collage (right) and a more straight-forward capture of the event and its many attendees (below).

Island In The Sun Pop Up Space

Bold & Vibey Pop up Space

Wandercore Pop Up Space

‘What’s Your Aesthetic?’
To showcase the aesthetics brought to life on social using some of the home decor LEGO DOTS products such as picture frames, boxes, message boards and pencil holders, we created a series of short videos which show how differently each object can be designed with DOTS for any style or space.

Agencies: The Brooklyn Brothers, Golin, Jack Morton
Brooklyn Brothers creative team: Jon Yasgur, Nicole Nalazek, Anastasia Serdukova