The LEGO Festival

LEGO builders on YouTube blend their love for world-building and video production skills to produce fantastical stories that resonate with a wide audience.

YouTube wanted to produce a piece that would honor the iconic LEGO creator community in a way that felt authentic and celebratory. The project called for immense research and narrative guidance to ensure the tribute matched the high craft standards of the builders on platform. 

The data was startling to say the least. In the first six months of 2024 alone, there were 13B+ views of videos related to LEGO on YouTube. This creator community had a vast array of content, but I identified that the most effective way to celebrate them was to focus on this narrative: These creators push the storytelling potential of the LEGO bricks by blending world-building with video production to create fantastic worlds and compelling stories like never before, often seen in the form of 3D Animation and Stop Motion. With this editorial thesis, we translated it into a 3D LEGO-animated film festival event showcasing user-generated content from the exceptional LEGO creator community. 

Achievements include:

✦ Generated 299M impressions within the first 30 days

✦ Achieved 98% above benchmark downstream engagement

✦ Reached 31% Gen Z viewership (exceeding our 25% target)

✦ Won a Shorty Award for User-Generated Content