LEGO

Brief

The goal was to present LEGO as an arts and crafts material. We animated bricks dripping, pouring, splatting and being moulded into shapes – from fruit to monsters and everything in between – letting young imaginations run wild.

The sets were stylised as fun maker-spaces using purple for Arts and orange for Crafts to give each set of videos a distinct look. We played with the lighting to mimic the look of a kid’s bedroom with natural light pouring in through a window. The sets were dressed with artwork, including our Creative Director’s kid’s pieces, to create spaces that would belong to small up-and-coming artists.

Process

We spent six weeks in pre-production learning how to best work with our LEGO models in preparation for the shoot. As part of our creative process we used Maya and stop motion for previz. As our hand models were kids everything was set up and planned meticulously to get the shots in time. We shot Arts and Crafts simultaneously on our two stages over a week. We spent four weeks in post production: editing, compositing and colour grading. Phonoteque added the finishing touches with fun music and sound design.

The hard work paid off as the series was awarded Gold in the Animation category of the Creativepool Annual and has also been featured in Stash Magazine.

View the full campaign here