Lego 3D experience
Lego 3D event

Global Press Launch Experience for LEGO Dimensions

Client: Warner Brothers

Brief & Objectives

Warner Bros tasked TED to create a press launch for LEGO Dimensions that placed the worlds press at the centre of the game. The experience had to be truly immersive, with gameplay being complemented by set and setting from the game’s iconic scenes.


• Create a series of immersive experiences, recreating iconic moments from each of the five games / film titles
• Stage-manage a special journey for the world’s press to trial and review the titles
• Provide functional break out rooms with high speed wifi
• Host the session and manage all food and refreshments

The Solution

TED selected a central London location to allow easy access for press who were flying to the event from around the globe. The multi room subterranean venue was completely transformed to depict and physically represent five iconic movie scenes from the game – so that press experienced playing each level, actually sitting in the scene itself. For example: the Gremlins gameplay was housed in a mini cinema, dressed exactly like the end scene in Gremlins, complete with a perspective that allowed members of the press to sit in cinema seats and play the game on the cinema screen itself. TED staff hosted the central venue space so that all members of the press could access high speed wifi to write and upload their copy imediately to their respective media titles. Attendees freely spoke to the high level of production, the immersive nature of the experience and the seamless execution. Our Warner Bros client was delighted.

The Results

Social direct reach of >400k on the day
Total Press and Social reach of >10M
We created the following immersive zones for the media to experience
The Gremlins Cinema
Harry Potter’s Cupboard under the Stairs
Fantastic Beasts and Where to Find Them Bedroom
Mission Impossible Computer Room
Adventure Island
The work won praise from the client and several awards ceremonies
Over 75 of the worlds press were seamlessly entertained, resulting in superb coverage

Lego Dimensions event
Harry Potter experience room
Lego Dimensions game playing

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