LEGO CITY — WHAT WILL YOU DO?

LEGO City is one of the most well-known brands out of the LEGO Company. It’s the firetrucks, the helicopters and the traditional builds kids know and love. For the 2020 launch of new LEGO City sets, my team and I wanted to give kids a reason to get excited and give them a role in the story being told. To do this, we created one hero film with an overarching problem that needed to be solved and asked viewers “What will you do?”. This call to action would bring them to the dedicated LEGO.com/OneCity website where they could choose their own ending to the story. These endings would all feature different characters and sets being brought into action to save the City.

To further immerse the kids we wanted to visually put kids within the city. So, with a team of LEGO builders we created a massive city out of LEGO bricks and used probe cameras to venture inside of the build, getting kids up close to the drama unfolding inside.

Below is the hero ‘What will you do?” film as well as the 3 different endings kids can select.