ROLE
UX / Lead Design / Production
CLIENT
Warner Bros. Games, Lucasfilm; created at Amazon
OVERVIEW
To launch the highly anticipated LEGO Star Wars: The Skywalker Saga video game, Warner Bros. Games and Lucasfilm partnered with Amazon to create a distinctive advertising campaign that could both capture the excitement of the release and engage fans at scale.
The challenge was to design an integrated experience that lived across Amazon’s On-Box Advertising platform and a custom landing page, while staying true to the strict brand guidelines of two globally recognized franchises: LEGO and Star Wars.
PROCESS
On-Box Advertising
As the designer on the campaign, I was responsible for preparing and adapting the key art and design assets for the custom Amazon shipping boxes. This required meticulous attention to detail to ensure every element—colors, typography, logos, and character artwork—adhered to LEGO, Star Wars, and Warner Bros. brand guidelines.
To guarantee accuracy and consistency at production scale, I also attended the virtual press check, reviewing proofs and ensuring color fidelity and high-quality execution during the printing process. The result was a bold, collectible-style box design that extended the Star Wars universe into households nationwide.
Custom Landing Page
To complement the physical packaging, I designed a custom Amazon landing page in Figma, working closely with a Design Technologist to bring it to life. The experience included:
- An exclusive digital poster download
- An in-game character unlock code for added value
- A carousel of features and screenshots showcasing gameplay
- A sticky footer shopping module with “Add to Cart” functionality, making the purchase path seamless
I also provided creative direction on motion and interactivity, including parallax scrolling and subtle animations, ensuring the page felt immersive and dynamic. All designs were built with responsiveness in mind, delivering a consistent experience across desktop, tablet, and mobile.
RESULTS
The campaign performed exceptionally well, surpassing industry benchmarks and demonstrating the power of combining physical and digital touchpoints.
- Ad Awareness outperformed Out-of-Home (OOH) norms by nearly 5X, based on Kantar Normative Benchmarks
- Nationwide reach through Amazon’s fulfillment box network, placing the brand directly into the hands of millions of households
- Strong customer engagement with exclusive digital content and in-game rewards with 21K clicks
- A seamless end-to-end journey that connected packaging, digital experience, and purchase flow
This project showcased the potential of blending collectible-inspired packaging with an interactive landing page, creating a campaign that was not only true to the LEGO and Star Wars universes but also highly effective in driving awareness and engagement at launch.
