Film: Amplify, official Vimeo channel. Campaign film. Three children describe their dream cars, see them interpreted as LEGO models, then help build and reveal life-size versions, filmed for use in TV and YouTube advertising. Hosted on Amplify’s Vimeo account; no transcript was supplied.
The brief
LEGO had released a new range of model cars created through partnerships with car brands, and wanted content that would market those models to their audience and support sales. The answer was a filmed experience built around the people the range was made for: children with very specific ideas about their dream car.
What was created
Amplify created a closed experience designed for content capture. Three children each chose a dream car, watched it interpreted as a LEGO model, and then met it again as a life-size build they assembled themselves, including a real Bugatti on set alongside its brick counterpart. The material was produced into films used for television and YouTube advertising.
Jess’s role
- Lead producer for the whole project, responsible for delivery across its full lifecycle.
- Managed the client directly, acting as the day-to-day point of decision.
- Owned the budget and schedule, judging client requests against timeline feasibility.
- Managed all third-party suppliers, plus the venue and crew.
- Worked closely with the animation teams, making sure required animation assets arrived in time for the shoot.
- Guided the selection of the three hero child contributors.
- Supported production across the shoot of the wider advert.
The campaign was created and delivered by Amplify with specialist animation and production teams, a production manager and a content producer. LEGO managed its car-brand partners directly.
Production complexity
- Animation had to represent LEGO pieces with real precision: ratios, proportions and lighting were closely checked, which meant tight collaboration between production and the animation teams.
- Animation assets were hard dependencies for the shoot: if they slipped, the filming days slipped.
- Filming with three children and high-value vehicles compressed what could be asked of each shoot day.
In the moment
- Late in pre-production, a question arose over whether the correct insurance was in place for a Bugatti worth hundreds of thousands that was due on set. Jess worked through it with a lawyer and the production team, got the answer in time, and both the car and the shoot day went ahead.
- Throughout, she made the calls on budget, deadlines and which client requests were feasible within the timeline.
Outcome
- The films ran as TV and YouTube advertising for the range.
- The content drew hundreds of thousands of views on YouTube and supported increased sales of the product range (figures approximate, from the project debrief; exact numbers unverified).
Credits
- Agency
- Amplify
- Client
- The LEGO Group
- Animation
- Specialist animation studios (via Amplify)
- Film
- “Lego Make Dream Cars Real” (Amplify, Vimeo)