Lego has launched a series of innovative 3D billboards across the globe to promote Dreamzzz, its new YouTube-based content series.

Fantastic creatures ingeniously shaped like the Danish brand’s famous building blocks popped up on anamorphic billboards in London’s Piccadilly Circus, New York’s Times Square and Tokyo’s Shinjuku district.

The creative was developed by Lego’s in-house agency Our Lego Agency (OLA) in collaboration with Amplify and Inertia Studios.

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“Lego Dreamzzz brings to life a wondrous world of imagination and creativity. The series explores what happens when dreams become real – and these incredible 3D billboards create that reality for kids across the world,” OLA associate creative director, Jon Wicks said.

“We were really excited to see how we could use this amazing technology to tell a bigger story. We want children to feel empowered to create a world of their wildest dreams. As we launch our new series, these billboards are just the start of a major celebration of the power of dreaming and creativity.”

Ten episodes have so far been produced for the series, which will be supported by a range of products designed to bring to life the extensive diversity of children’s dreams.