I created this concept using Midjourney to explore how LEGO play could be visualised in a more cinematic way. The campaign shows imagination breaking through the walls of a child’s bedroom, a playful metaphor for how LEGO brings creativity to life. Paired with the line ‘Let imagination break through’, it’s designed as a bold, campaignable idea.
Midjourney Exploration
AI assisted design experiment for Clash Of Clans
The below renders were part of the initial exploration with Midjourney, aimed at visualising the concept of game characters breaking out of the phone environment.
The Final Concept
Smash your opponents, not the screen
This concept started with a simple question: What if the game was just too powerful to stay inside your phone? That idea sparked the entire direction, imagining the Clash of Clans characters literally smashing their way out of the screen mid-battle.
I wanted the visual to feel bold, chaotic, and fun, like you caught the exact second the action exploded out of the device. There’s energy in the flying rubble, the cracked glass, the exaggerated expressions. Everything is frozen in that “oh no” moment, which helps blur the line between gameplay and reality. It’s not just a game anymore, it’s crashing into your world.
The headline, “Smash your opponents, not the screen,” plays on that chaos with a wink. It takes something destructive and makes it cheeky. It also taps into something relatable we’ve all felt that “rage quit” moment, but here, we’re celebrating it.
The supporting line, “Join the fight today,” keeps the momentum going and invites action without overcomplicating things. It’s short, punchy, and pairs naturally with the App Store and Google Play buttons.
My thoughts on Midjourney
How I’m using it in my process in the future.
Midjourney is one of the most exciting tools I’ve explored recently. At its best, it acts like a visual sketchbook on steroids, helping to unlock ideas I might not have considered through traditional moodboarding or scamping. It’s especially useful for storytelling heavy brands or projects where tone and visual world building need to come through quickly.
That being said, there have been times I spent longer refining prompts than it would have taken to just sketch the idea myself. At times, the visuals came out awkward or anatomically strange, pulling attention away from the concept.
For future projects, I see Midjourney playing more of a supporting role, great for sparking a visual tone or setting a mood, but not something I’d rely on for final artwork or key campaign imagery. It’s a tool in the mix, not a shortcut.