LEGO Wish Machine 2025

About

LEGO explores the potential of play with the Wish Machine campaign, a commercial project featuring an interactive, oversized minifigure head installation. The activation brings together a selection of German creators, documenting their process as they build custom items inspired by the wishes of children. The production, developed in partnership with Our LEGO Agency EMEA and Amplify UK, leans into high-energy live-action techniques. The narrative moves through a bright, studio-based environment, focusing on the tactile nature of construction and community-led creativity. Through dynamic editing, the campaign captures the engagement between the participants and the modular building system.