Together with Indy Sarlet and Daniel Chernostan, we undertook an assignment to design an in-store campaign for the brand Lego, targeting sport fanatics. Our concept revolved around a tower building competition, inviting passersby to showcase their nostalgic building skills. Aligned with Lego's core values of problem-solving and teamwork, the installation served as a reflection of the brand.

Participants were granted a 5-minute window to construct the tallest and most robust tower, showcasing their ingenuity and skill. Following the time limit, the towers underwent rigorous testing on a moving and vibrating plate. The excitement didn't end there – participants were encouraged to share their tower creations on social media, with the most remarkable designs earning the privilege of being prominently displayed at the front of the store.