Arts & Crafts

The Brief

The LEGO Agency and Highly Unlikely wanted to remind parents that LEGO is a great material for arts and crafts projects. The goal: present LEGO bricks as a creative medium — dripping, pouring, splatting and being moulded into shapes, from fruit to monsters and everything in between. We used stop motion and hand pixilation to bring this campaign to life.

The Process

The sets were stylised as fun maker-spaces — purple for Arts, orange for Crafts — each with a distinct look. We played with the lighting to mimic a kid's bedroom with natural light pouring in through a window, and dressed the sets with artwork (including our Creative Director's kid's pieces) to create spaces that belonged to small up-and-coming artists.

We spent six weeks in pre-production learning how to work with our LEGO models, using Maya and stop motion for previz. As our hand models were kids, everything was planned meticulously to get the shots in time. We shot Arts and Crafts simultaneously across two stages over a week, followed by four weeks of post production. Phonotheque added the finishing touches with fun music and sound design.

The Outcome

A full suite of content — YouTube bumpers, Instagram ads and ecommerce films across four aspect ratios. The series was awarded Gold in the Animation category of the Creativepool Annual and featured in Stash Magazine.