LEGO
A social campaign to get people building together
We wanted to inspire LEGO fans of all ages to breathe new life into beloved bricks on Build Day.
Animade, Highly Unlikely and The LEGO Group teamed up to prove there is no such thing as a spare piece or broken toy: if you can think it, you can build it! We produced four animations for social media and YouTube.
Build Day is an annual event that’s become a major part of LEGO’s calendar. In late December, families and fans of all ages get together and build new and imaginative toys, whether that’s with bricks from ‘86 or ‘21.
We wanted families to get together and start rummaging, so the builds themselves—sets that LEGO had modified in weird and wonderful ways—take centre stage. The personalities of the builds
shine through as they play and interact: look out for a startled rainbow sheep, a lion-copter staring down a subma-shark, and a hippo hilariously out of its comfort zone.
Brick by brick
Extra details tap into the instincts of lifelong fans and encourage repeat viewing: we even drew grubby fingerprints on every brick (when you’re animating a pig hitching a ride on the back of a dragon, it’s easy to get carried away). As you’ll know if you’ve ever stepped in it, LEGO isn’t
squashy. So our digital bricks don’t move or bend. Any trickery was limited to swapping one piece for another: to make something bob in the water, we took a chunk out, then put a plank in. You could (in theory!) recreate everything you see using real-world LEGO.
Credits
Services
Design, Animatic, 3D pre-production (lighting, rigging, textures), Animation + compositing, Render + delivery, Creative direction, Production + account management
Deliverables
3 x bumper animations, 1 x master animation
Client
The LEGO Group
Agency
Highly Unlikely
Executive Creative Director
Ed Barrett
Producer
Flo Layer
Client Services
Jenna Kirby
Project Lead
Stew Harvey
Animation
Robert Duncan, Theresa Haas, Dev Joshi, Ricard Badia, Milo Targett
Sound Design
GuiltFree
