Stop-motion animation

LEGO. Triple Fun

LEGO comes from the Danish words leg godt, meaning “play well.” And that’s exactly what the brand is all about: inspiring kids to use their imagination, get creative and discover new possibilities through play.

The LEGO Creator 3-in-1™ collection takes this idea a step further. With the same set of bricks, kids aged 6–12 can build three different models - so the fun doesn’t stop when the first creation is finished. There’s always something new to imagine and build!

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The LEGO Creator 3-in-1 unicorn set built three ways: unicorn, seahorse and peacock, with arrows between them

The goal

was to show the versatility of the 3-in-1 set and capture the imagination of children, showing how they might invent stories and adventures while playing with LEGO.

To achieve this, it was decided to create an animation featuring unboxing the set, assembly and disassembly of the models, dynamic character movements, and interaction between them.

Creative Process

1.
Storyboarding & Concept Development

Developing a storyline and planning how characters would meet, react, and transform, including all sequences.
2.
Production

Filming resulted in over 800 frames. Each shot was built using a traditional stop-motion technique, brick by brick, to ensure natural and fluid animation.
3.
Post-Production

Assembling the frames into one sequence, removing unwanted artifacts, adding digital animations, and lastly applying sound design.

Outcome

The result is a 30-second animation blending stop-motion and digital techniques to bring LEGO bricks to life in imaginative worlds.

The video captures the magic of building, imagining and creating, and turns creative play into a reason to buy the set and experience it in real life.