The Galaxy plays back.
To demonstrate LEGO® SMART Play™ we created a world-first. We turned the Las Vegas Sphere, the largest LED screen on Earth, into a fully responsive, blastable LEGO® Star Wars Death Star.
For one night, during CES 2026, you could hop into a full-scale LEGO® Star Wars X-Wing powered by the new LEGO® SMART Brick (R2-D2 included) and take on the epic Trench Run to reduce the Death Start to LEGO® pieces.
Numbers were strong with this one. In one night 120+ original articles in 21 countries, connecting technology and entertainment media, LEGO® creators and Star Wars fans, reaching 820+ million impressions.
Agency: Our LEGO® Agency
Role: Creative Director / Writer
Director: