Jesus Acosta

For World Play Day 2025, Amplify worked with the LEGO Group to concept and design a city-wide activation in Boston that turned everyday spaces into immersive, larger-than-life play zones. The experience spanned three custom-built worlds—each inspired by local culture, kid creativity, and LEGO’s core belief in the power of play.

Key Roles

Art Director

Graphic Designer

THE SQUARE

The centerpiece of The Square, The Beat Brick, was a fully interactive, kid-designed giant boombox that acted as a step sequencer. Each brick placement triggered a musical note, and even the color of the brick changed the sound.

“The Dock” reimagined the legendary Gloucester Sea Creature as a vibrant, climbable installation where kids could board a massive boat surrounded by a swirling monster. A free LEGO claw machine let them grab special bricks to build their own creatures on the spot.

“The Block” transformed classic Boston touchpoints into playful set pieces—a donut shop, a bus stop, a lobster shack, and even a giant basketball hoop where kids could get photographed mid-dunk and leave with their own custom trading card.

Under the creative direction of Michi Ohira, I played a key role across design research, concept development, world-building, and look-and-feel exploration. I helped map guest flow, shape interactive moments, and support the experience design across all zones. I also handled mechanical files and production assets to make sure everything was ready for fabrication.