A giant LEGO asteroid is hurtling toward LEGOLAND, and the only thing standing between the parks and total brick annihilation is a kid with a customized spaceship and a healthy appetite for interplanetary peril.
That’s the premise of ‘LEGOLAND Needs You,’ a new campaign from Cornett, the independent, female-owned, full-service agency out of Lexington, Kentucky. Built for LEGOLAND and its largest capital investment to date, the work recruits families to save the galaxy, one coaster lap at a time.
The mission, should you choose to accept it
The campaign introduces the new Galacticoaster and the broader LEGO Galaxy land through a cosmic emergency. Stopping the asteroid requires kids and families to customize their LEGO spaceship, climb aboard the coaster and complete the mission.
Rather than treat the ride as a backdrop, Cornett put its story at the center of the creative. Families get a role inside the action, not a seat on the sidelines.
One film takes the perspective of mission control, calling on viewers to help save the parks. Another follows an intrepid kid through the mission, framing the Galacticoaster as an adventure powered by imagination, play and that previously mentioned appetite for peril.
Channeling your inner kid
For Cornett, the fun was in the premise itself — the rare brief where saving the world is also the ride.
“LEGOLAND is a place where families get to play together on an epic scale,” said Kathy Martinolich, creative director at Cornett. “What could be more epic than customizing your own LEGO spaceship and flying it through the galaxy to save all of LEGOLAND?”
Martinolich said the team leaned all the way in. “We had so much fun living in that world, inviting people to channel their inner kid and join that mission.”
20-plus laps to save the galaxy
Cornett captured the campaign over a three-day shoot at LEGOLAND California Resort, producing photography alongside two sets of video assets. The first pairs 30- and 15-second films showing the breadth of the parks, with separate cuts for LEGOLAND California and LEGOLAND Florida. The second delivers 30- and 15-second films dedicated to LEGO Galaxy at LEGOLAND California.
Filming aboard the Galacticoaster brought its own physical challenge. The crew had to capture the speed and energy of a rollercoaster running indoors and in the dark, all while preserving the story threaded through the experience.
The talent family rode the coaster more than two dozen times during production. They saved the galaxy on every lap.
Where the campaign lands
‘LEGOLAND Needs You’ will run through 2027 across Meta, TikTok, YouTube, connected television and Performance Max. Media targets Los Angeles, San Diego, Orlando, Tampa and Miami, with the work designed to drive park visits by building excitement around the Galacticoaster and the surrounding LEGO Galaxy land.
The campaign extends a partnership that started in August 2022, when Cornett came on as a creative partner for LEGOLAND North America Resorts. Three years later, the stakes have escalated from theme-park fun to full-scale planetary defense.
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