16: DIGITAL DESIGN (Innovative coding)

Build with the Force - LEGO Star Wars - LEGO JPG
Build with the Force - LEGO Star Wars - LEGO JPG
Build with the Force - LEGO Star Wars - LEGO JPG
Build with the Force - LEGO Star Wars - LEGO JPG
Build with the Force - LEGO Star Wars - LEGO JPG
Build with the Force - LEGO Star Wars - LEGO JPG

Build with the Force - LEGO
LEGO Star Wars

Build with the Force - LEGO - LEGO Star Wars


Title of Entry: Build with the Force
Brand: LEGO
Product/Service: LEGO Star Wars
Client: LEGO GmbH
Judging URL: http://thisisforthejury.com/buildtheforce/en
Sector: N/A
Chief Creative Officer: Matthias Harbeck
Account Manager: Christin Herrnberger, Monika Klingenfuss, Stefanie Keller, Franzisca Seippel
Creative Director: Till Rothweiler, Andreas Daum
Date of Release: 2020-01-30
Notes: Background
Along with the release of Star Wars Episode 9 at the movie theaters, LEGO launched new LEGO Star Wars sets. In order to advertise these new sets, an attention-grabbing promotion idea had to be developed especially for the cinemas, which would impressively stage the new sets. Since Star Wars and especially LEGO Star Wars both have fans from all age groups, we had to develop an idea that would be equally fun for all of them. Therefore, we identified one common denominator that fascinates all fans about Star Wars: The Force.

In the Star Wars universe, you can use the force to move objects with sheer willpower. So we created an installation where fans from all age groups could physically experience the force. Based on the LEGO TVC, we developed the Build with the Force experience: an interactive mixed-reality game, in which two players face each other in a force-duel to rebuild a spaceship with the force as quickly as possible.

Together with Tawny Emotion AI, we developed a special machine-learning-algorithm – the Force AI. It measures several factors: the force-gesture including muscle-tension, the concentration-level via face-recognition and the pulse via minimal changes in face color. The algorithm then combines them in one individual score. The higher this score, the faster the ship is rebuilt. That’s how the force felt absolutely real for all players.
UX Designer: Richard Wegele, Alexander Kneifel, PLAN.NET GERMANY
Art Director: Till Rothweiler
Copywriter: Andreas Daum
Other Credits: Alex Schill, Global Chief Creative Officer
Other Credits: Sandra Loibl, General Creative Manager
Other Credits: Niklas May, Efim Tamplon, Creative Technologist, PLAN.NET GERMANY
Other Credits: Carl Eggert, Digital Project Management, PLAN.NET GERMANY
Other Credits: Janus Berendts, Creative Support
Other Credits: Jochen Lehnhardt, Lukas Pachoinig, Victoria Wissmann, Sabrina Duchow, Hans Zieringer, Media Planning, MEDIAPLUS GERMANY
Other Credits: Dr. Chadly Marouane, Machine Learning & Software Engineer, TAWNY
Other Credits: Johannes Maierbacher, DOP & Creation, Albert Coon
Other Credits: Ewald Pusch, Roman Prochnow, Laura Staudinger, Mirko Hampel, Timon Patris, Post Production, NEVEREST
Other Credits: Markus Krause, Musik / Sound Design, Giesing Team
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