LEGO wanted to raise awareness and purchase intent for the new LEGO Luigi additions to LEGO Super Mario Adventures sets, with a focus on showcasing cooperative play.

I produced and directed a two-pronged Instagram campaign consisting of long form video and Instagram Stories that:

• – Highlighted the
  multiplayer mode
• – Leveraged nostalgia to excite families and encourage play

Disclosable Results

• 2.5 million total views

• 40% completion rate on Instagram Assets (vs. 1.03% benchmark)