How can AI assist creators in designing unique lego creations that can be purchased and built?

Case Study Video

About the Project

Our goal was to merge the power of artificial intelligence with the fun and legacy of Lego, enabling people to create unique Lego sets. These sets can be generated in near real-time with full 3D views, detailed instructions, AR visualization, and the option to purchase and build them in real life. This is an evolving concept that will grow and improve as new ideas and innovative AI strategies emerge.

Screen & UI Design

From both a visual and strategic perspective, this initiative needed to align with the existing LEGO ecosystem while functioning as its own entity, appealing to a wide audience ranging from children to adults. Ease of use was a top priority, ensuring that complex AI systems were presented in a way that feels fun, engaging, and, most importantly, simple. Given the functionality requirements, a mobile-first approach was adopted, with potential desktop and tablet versions planned for the future.

Role

Creative Direction

Tools & Resources

Photoshop

Cinema 4D

Redshift

Premier

After Effects

Figma

Protopie

Client/Agency

Personal

Project Date

2025