Lego Foto

A blend of photography, imagination and play. The Lego Foto is an AI concept camera, focused on creating new core memories. Explore your surroundings, snap photos and watch as they miraculously develop into charming new Lego creations.

Brand Models for Experience

As technology advances at a faster pace, and doors for work and play are opened, brands must find new ways to elevate themselves. Lego Foto is a study into how brands and artists can utilise their existing IP through Brand AI to create new and exciting experiences, to engage with their audiences, in ways previously impossible.

Meaningful Encounters

Culture is a feedback loop, and that is at the core of LEGO as they look to empower creators around the world. By engaging with audiences and allowing them to express themselves through the brand you create meaningful encounters. As we experience the magic of turning real-life snapshots into playful, brick-built memories with just a press of a button, we engage with the brand in our own lives in a fun and playful manor.

Technology at Play

Pictures taken are interpreted through a combination of a large language and computer vision models, to create a ‘Memory Prompt’.

Lego Foto API enriches the memory by introducing key terms relevant to the image, to help transform the visual into a LEGO masterpiece. The memory prompt combined with the image and new generated guidance layers are sent to a custom generative image model, trained on LEGO assets and imagery.

Multi-Modal Exploration

Brand models can be made for unique purposes allowing us to expand beyond generalised tasks to more specific creative ideas and purposes. Lego Foto switches between modes to flick between City, Landscape or Portrait modes as well as add creative opportunities with its Lego theme selection to augment and push the limits of reality and imagination.

New ways of seeing

We continually explore generative design, tools and experiences for work and play to help build new memories and strengthen bonds between technology and humanity. These new ways of seeing can allow tech to open the doors of our imagination.