Voice-Activated
Harry Potter Spells
LEGO and Warner Bros wanted to experiment with voice technology inside a branded experience for Harry Potter. Fans would recite spells into their microphones to trigger magical moments and reveal products. The goal was to turn an ad into something fun and enchanting for LEGO Harry Potter fans.
The Challenge
Build a voice-driven experience that felt immersive but did not rely entirely on microphone access. Not every user would grant microphone access, so the interactive ad needed a secondary path that still delivered the product story.
My Role
I directed the motion team in building a world of animated LEGO Harry Potter portraits that users could activate through spell casting. Each painting held a character that could be rescued when the correct spell was spoken, revealing one of the featured LEGO sets.
I also helped structure an alternate journey for users who declined microphone access. Instead of blocking progression, the experience shifted to guided interactions that still unlocked the portraits and product reveals.
The Result
The final experience delivered two seamless paths: one for users who used their voice to activate LEGO Harry Potter spells, and a second path that was more simplified that still delivered LEGO product reveals.
The campaign introduced voice interaction in a way that felt thoughtful, accessible, and grounded in product storytelling.
Art Direction:
Matt Gallo
Design:
San San Ng
Copy:
Brian Cullen
Production:
Jim Richardi
Development:
Chihwei Hsu