LEGO Lates
Global Campaign

Overview
LEGO Lates is a worldwide series of adults-only, after-hours events hosted inside flagship LEGO stores. Each event blends creative LEGO building activities with talks, performances, and live experiences designed to inspire adults, spark relaxation, and unlock creativity.

What We Did
We produced the full suite of launch content for the UK campaign, then replicated and adapted the creative across the American and Chinese markets. Hellfire’s in-house production team handled all three deliverables end-to-end. From planning and creative development to on-the-ground production.

This included shoots in Shanghai, New York City, and London, ensuring a consistent brand feel while capturing the unique culture of each location. The result was a cohesive global campaign that showcased LEGO’s mission to make creativity accessible and meaningful for adults everywhere.