We worked with Highly Unlikely and the LEGO Agency on a campaign to remind parents that LEGO is a great product for arts and crafts projects.

We used stop motion and hand pixilation to bring these spots to life.

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.

View the full series here

LEGO rocket on iPhone

Deliverables

  • 2 x 6” YouTube bumpers
  • 2 x 15″ Instagram ads
  • 2 x 15″ ecommerce films

Aspect ratios: 16:9, 4:5, 9:16 and 1:1

Credits

Client: LEGO
Agency: The LEGO Agency
LEGO Producer: Rosie Evatt
Creatives: Heidi Bennett, Simon Rønsholt
Production company: Highly Unlikely
Exec Producer: Alexander Davis
Producer: Marilyn Napaul
Production Manager: Mehreen Sheldon-Ahmed
Director: Picturesmith
DOP: Peter Ellmore
Gaffers: Jonathan Yates, Adam Bell
Animators: Arnau Gòdia Montesinos, Matthew Krasucki O’Dowd
Previz and compositing: James Muxworthy
Art department: Claire Smithson, Matthew Weeks, Lisa Ramberg, Lily Hopkins, Hannah Hopkins, Linus Hopkins
Hand models: Isabel Arunachalam, Linus Hopkins
Manicurist: Adina Kelley
Lights: Panalux
Music and sound design: Phonotheque
Post production: Picturesmith
Catering: The Little Cooking Pot