LEGO Super Mario — LUIGI’s MANSION

What do you get when you add LEGO and Luigi’s Mansion? A spooky fun time.

When you combine two amazingly well-known brands like LEGO and Nintendo’s Super Mario, you have to be sure that the content equally reflects the two brands and their consumers. As the creative lead of the LEGO Super Mario campaign and concept team, I have worked alongside my team and the Nintendo team to help create a tone of voice that feels upbeat, friendly and fresh for both brands. HOWEVER, sometimes you have to break that tone of voice. When we were coming up with the concept behind a campaign video for LEGO Super Mario Luigi’s Mansion sets we did just that.

As a video game, Luigi’s Mansion has a spooky and silly feel — think Addams Family (minus the children with knives). We wanted to convey that feeling by playing up scary movie tropes families know and introduce these new sets like you would the newest family-friendly spooky movie; a spookily narrated trailer.

Below is the HERO TVC, 15s CUTDOWN, and the social media teaser video that launched on Halloween 2021.