In marketing its new reality competition series, Fox has converted the exterior of its West L.A. lot and launched an augmented reality game.
Ahead of the Feb. 5 premiere of Fox’s newest reality competition series, Lego Masters, the iconic toy bricks are taking over the network’s studio lot and starring in an augmented reality experience.
Starting Monday and running through Feb. 9, the exterior of the West Los Angeles lot and its “Fox Studios” gate letters have been converted to a Lego look and feature a Fox logo entirely built out of blue Legos outside the Pico Boulevard gates. The studio stage walls facing the street also highlight some of the network’s programming, including billboards for The Masked Singer, Deputy and 911: Lone Star designed out of Legos. The takeover also extends to a number of bus stations throughout the city.
Lego Masters, hosted by Lego Movie star Will Arnett and produced by Endemol Shine North America and Brad Pitt’s Plan B, sees 12 teams of two go head-to-head in ambitious brick-building challenges. Mayim Bialik, Terry Crews, Nicole Byer and Lego Movie directors Phil Lord and Chris Miller will appear as special guests throughout the season.