LEGO x Adult Swim
The Lego brand has been around since 1932. Adults, who had grown up playing with the colorful bricks, still have a fondness for the toy of their youth. Lego wants to reachout to these Adult-aged kids, and remind them that Legos are still a fun part of their lives. By cross-branding with broadcast, Lego becomes relevant to the grown-up child inside us all.
The Challenge
Create a 5-second tag that unites 2 brands together: Adult Swim and LEGO.
Final Product
Process
Two different design approaches were originally pitched.
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Screaming Friends
Smiling Friends is a show with very fast and expressive animation. This direction uses claymation techniques to show to character Pim stepping on a Lego and screaming as the scream is cut off by the cross-branding logos. Using claymation allows for the character to not only step on the Lego but to have the piece sink into his foot in an unsettling Adult Swim-esqe way.
Remember to Feed the Monster Under Your Bed
Inspired by the many Adult Swim Promo bumpers, this direction focuses more on the pure weirdness of adult swim by making a short PSA to remind you to leave your Legos out for the monster under your bed. After all, it is their favorite snack.
Outcome
Direction 2 was chosen as it was more freeform and could be executed in a more timely manner given the deadline.
FirstPass Animation
Behind the Scenes
Animating Timelapse
Audio Session Timelapse with Kelly Warner
Combining in After Effects
