Lego Spot Encourages Children To Innovate

LOS ANGELES - Tr ll Pictures (http://trollpictures.tv directorial duo the Snorri Bros recently directed an inspiring commercial for Lego via ad agency Isobar. The spot conveys the curiosity and inventiveness of young minds who are able to visualize next-generation ideas using the building blocks.

The spot made its nationwide television debut with :30 and :60 versions on November 30th. A :90 version, produced for Web and online LEGO platforms. was also created.

Brickyard VFX (www.brickyardvfx.com) handled visual effects for the project, which features live action, enhanced by whimsical motion graphics. A dream-like score, composed by The Snorri Bros, opens the spot, as a series of kids are seen imagining and building fantastic creations. From an eco-friendly home constructed brick-by-brick, to a fully functioning robot controlled by computer code, the campaign illustrates how Lego encourages children to be tomorrows innovators.

The campaign was shot over a period of two days in Boston, a location central to Isobar and Lego's offices, as well as Tr ll and Brickyards East Coast studio. During the shoot, the Snorri Bros created many of the campaigns effects in-camera, including the seamless transitions that sweep from scene to scene, and the glass window reflections on the children.

We wanted the campaign to resonate with parents and kids alike, explains Peter Steinzeig, EP at Tr ll. Isobar developed a great concept, and then worked very collaboratively with the Snorri Bros to direct, design and reimagine aspects of the project. The final campaign harnesses childlike curiosity while also showcasing how Lego encourages innovation and learning.

Led by VFX supervisor Mark LHeureux and CG supervisor Brian White, the team at Brickyard Boston was primarily responsible for all visual effects. Both LHeureux and White were on-set during the two-day shoot.

We took a futuristic approach to the design of the graphics, explains LHeureux. We created blueprint-type images that resembled what these kids might eventually create as adults. Our goal was to make it seem futuristic, yet feel attainable.

The team created the 3D graphics, which included designs of a futuristic car, spaceship and an eco-friendly home. At Brickyards West Coast Office in Santa Monica, Patrick Poulatian worked closely with the Snorri Bros for final color. Combined, both Brickyard offices worked on the campaign for three weeks.

LINK:	http://www.cgw.com/Press-Center/Web-Exclusives/2015/Lego-Spot-Encourag...
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