Situation:

Right now, 9 out of 10 Adults globally, are stressed out. They struggle to find a way to unwind and reconnect with themselves. Meanwhile, research shows that building with LEGO® bricks puts adults into a flow like state, helping them feel calmer, refocused and re-energized. That is why the strategy for our LEGO® Adults campaign positions LEGO® Building as a mindfulness activity. The result is LEGO® Adults first global campaign called Find Your flow.

Brief:

To link LEGO® brick building to mindfulness, and as a part of our Find Your Flow campaign, we wanted to create a ASMR film that demonstrated the feeling of flow.

Objectives

We wanted to create more than an advert, but rather an artistic performance piece. Using sound design and choreographed dance performance to create hypnotic visuals, we wanted to immerse the viewer in an asmr-like journey.

We worked with a choreographer, music video director and dance crew, as well as a mood and sensorial lighting rig crew. The inspiration for the choreography came from Tutting, an Egyptian inspired contemporary form of hand dancing, because our featured product was The Egyptian Pyramid.

The mood lighting rig was synchronized to the musical soundscape we created from scratch using Egyptian audio references and brick sounds, we recorded. The choreographer and dance performers spent hours experimenting and creating new gestures and movements attempting to interpret and articulate the Zenful poetry behind building a LEGO product by hand.

To elevate the mood from a sort of theatrical stage feel, into something with a surreal or magical feel, our production team created a special rig to make it seem as though the kitchen was flying away as she started to build, we zoomed in over the shoulder of