Target + LEGO: Smart Play Adventures

The Galaxy Plays Back traveling tour transformed Target parking lots across nine cities over nine weeks into a larger-than-life LEGO Star Wars adventure, designed to bring LEGO Smart Play to life at human scale. Guests entered through a towering minifigure portal and chose their path through Light Side or Dark Side environments, navigating interactive challenges, cockpit battles, and hands-on gameplay moments. The experience culminated in AR minifigure capture, exclusive giveaways, and a shoppable retail zone. An in-store make and take station featured a 20-step "build your own Bantha" table. As Art Director, I co-led on creative strategy and consumer journey, shaping how LEGO Smart Play translated into an immersive, large-scale experience. I drove AD across environments and contributed hands-on design across all graphics and print, while supporting on-site execution throughout the tour.