“The LEGO Movie” and its sequels have done a brilliant job of illustrating how kids’ minds are incubators of marvelous worlds. A charming new ad created in-house out of The LEGO Agency and produced by Hobby Film revisits that concept on a smaller scale in the form of a high-octane movie trailer.
Working with director Torben Kjelstrup, the team at The LEGO Agency set up a group of crafty kids with LEGO City Police sets and asked them to plot out a movie as they played with the bricks. The little ones delivered a flurry of ideas, which LEGO then turned into a wild, action-packed trailer for a bank heist film-turned-musical involving a code-cracker, a titanium fish, a three billion-trillion dollar diamond, lollipop snafus, a monster truck and more.
Hobby Film CEO Tom Rickard told Ad Age that making the film involved serious teamwork among all parties. "At the first meeting we had no idea of the film we'd ultimately be making so it was extremely collaborative in terms of trying to lay down the framework for the entire campaign and the story around it," he says. "Everybody at the table had this same feeling that 'We are not going to cheat it. We're not allowed to script anything ... we have to follow the thread.'"
“There was definitely a bit of angst at first when we handed over the creative control to a group of eight-year-old kids,” added director Kjelstrup in a statement. “We directors are not exactly renowned for happily giving up the reins. We then did a whole writing session and saw them come up with all of these incredible problem solving skills as they played.”
Casting was a crucial part of the process, Rickard adds. "Going in we were really after kids that could come up with the maddest stories, but as we listened to them it became strangely clear that the kids that had just this little weird abstraction on something very everyday were actually incredibly funny was well. And the thoughtful quiet ones were sneaky assassins of narrative. Some of them had an absolutely insane ability to weave a story together so that it came full circle."
“We believe that every child is born with incredible problem-solving capabilities, so we wanted to bring to life how kids would use these creative skills to catch crooks with our new LEGO City police sets,” said The LEGO Agency Creative Director Debs Gerrard.
The production was shot on a backlot in Bulgaria. The film will be shown in cinemas, online and on TV.