2023 LEGO Novelty Campaign
The Novelty Campaign kicks off the year with a range of new sets and to keep with the newness spirit, we rallied behind the idea of starting something new. Through some creative brainstorms, I landed on the idea of taking mixing elements from different mini figures as a way to deliver on the headline “Start something new”.
The idea
In my pitch concept, I showed a karate instructor trading his nunchucks for a paddle board. This was the visual kickstart that led to creating 6 different scenarios which would later become animated cuts for social media use.
Shown here is the an early iteration of the headline lockup design. The bright, fresh color palette was a deliberate push against the coldness of winter.
Campaign Window
The campaign window was put together by other team members based on the idea and featured a stuntwoman using a cockatoo’s tail as a ramp. This helped both tell the story and highlight products.
5th Avenue
With some budget constraints to consider, we opted for flat graphics in the New York Flagship store. These windows keyed in on two more scenarios: a policewoman doing a rail slide and a firefighter ditching the sweets for a healthier option.
The design and concepts were extended and adapted to other flagship stores including London and Amsterdam.
Animated shorts
The ideas sprang to life partnering up with an animation studio in Denmark. I created storyboards with the help of an illustrator and provided art direction throughout the process.
These were then used for social media channels.
Digital deliveries
For lego.com, I created a looping cut of 3 scenarios to be placed on the homepage hero area. Other site and referring assets retained the design feel with social posts featuring the animated stories.
