LEGO X F1

Colorful promotional poster for Lego Race the World with LEGO and Formula 1 logos. Features Lego race cars, Lego buildings, a trophy, a map of Las Vegas, and various Lego characters and scene elements.

Design Direction

Lead designer on the LEGO x F1 pitch. I set the creative direction, developed the key visual and campaign lockup, designed the activation space concept, and briefed the 3D and motion graphics team on execution.

Black and white illustration of a racing game scene with toy cars, a finishing line, and cheering children holding checkered flags. Eiffel Tower replica and a sign with 'Welcome to Fabulous Las Vegas' are shown. The central focus is a Formula 1 race car with a racing helmeted driver, racing through a track filled with scattered toy cars and a 'Race the World' sign.
Black and white illustrated scene of a miniature race track with toy cars, a checkered flag, a trophy, a race car, a helmeted figure, a figure holding a flag, a welcome sign to Las Vegas, a small Eiffel Tower replica, a spinning wheel, and a steering
The image features the logo for 'Race The World' with prominent branding from LEGO and Formula 1.
A vibrant promotional image for 'Race the World' featuring LEGO and Formula 1 elements. It includes LEGO buildings and minifigures, a race car, a trophy, a racing kart, a leaderboard, and signs that say 'Welcome Las Vegas Nevada.' The background has
Children and adults at a racing-themed amusement or arcade area with a large LCD screen showing a racing game leaderboard, LEGO F1 branding, and various racing-related decor and structures in an indoor setting with a sky-themed ceiling.
Children exploring a Formula 1-themed exhibit with racing cars, Formula 1 branding, and racing-related decorations outdoors.
Outdoor digital display setup promoting a racing game event called 'Race the World,' featuring a leaderboard with names and scores of players and a background image of racing cars and a Formula 1 logo.
Outdoor amusement park with racing-themed attractions on a sunny day. Includes a slide with rainbow-colored stripes, a target shooting game, and a large backdrop with race car imagery and the text 'Race the World' and 'Austin'.
An outdoor gaming area featuring a modular racing game setup with a digital timer and instructions, children playing, and a woman observing, under a partly cloudy sky.
Outdoor event booth with a large screen displaying a racing leaderboard for 'Race the World' with LEGO and Formula 1 logos, set against a cloudy sky, with people observing and engaging at the site.
Children and an adult interact with a LEGO robot at a racing-themed exhibit, with a racing car illustration and colorful digital backgrounds.
Children posing in front of a Race the World themed LEGO experience at Austin, with race track visuals and signage.
Two girls playing a game in a colorful, modern arcade with instructions on the wall, a timer, and game controllers, under an partly cloudy sky.
Indoor arcade with a racing game featuring a large, colorful ramp for remote-controlled cars, and children playing and watching, with digital screens and signs around.
Arcade racing game-themed scoreboard screen with LEGO figures and racing car icons, displaying the phrase 'Race the World' and a leaderboard list with names and scores.
Colorful promotional image for LEGO Race the World, featuring racing cars, LEGO figures, a Lamborghini LEGO model, and various LEGO cityscape elements, with the Race the World logo and a leaderboard display.
A section of a LEGO-themed infographic showing different actions: a LEGO person in a race car for queue, a construction worker for build, a girl with blue hair for chequered flag, and a man in a suit for lights out race. Each action has a brief descr
An outdoor arcade game area with a queue area, gaming stations, and a sign for Race the World Austin. The setting includes various gaming stations and an interactive racing game with a colorful striped track. People are standing in line and engaging
A large outdoor event booth for 'Race the World' featuring a queue area, build and race stations, chequered flag zone, and a colorful racing track with people waiting in line and engaging in activities.
Colorful poster promoting 'Race the World' featuring toy race cars on a track, with themed backgrounds including Las Vegas signs, a castle resembling LEGO architecture, and vibrant city sceneries.

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