The LEGO Group has specialists in stores all over the world who are experts about the latest features and details of LEGO builds. Now, in order to highlight their specialists' expertise and show off the latest and greatest LEGO products, they're looking for a filmmaker to capture some in-store "show and tell"-style product demo footage with a real LEGO specialist at the LEGO Store in the Mall of America, while simultaneously creating an epic time-lapse video that features the construction of a huge interactive LEGO mural.
The goal of this project is two-fold: first, to capture time lapse footage at the Mall of America in mid March, capturing the three-day building process of an interactive mural made of LEGO bricks; second, to shoot footage with of a LEGO associate in-store that will be used to create an authentic and engaging "Brick & Tell" demo video. While you'll actually be expected to produce and deliver the final content for the time lapse video, you won't actually need to do any post-production for Show & tell video, as that series is being handled by another editor, and you'll only need to deliver your raw assets.
The mural build will take place between Thursday, March 12th and Sunday, March 15th. The subject of the mural is confidential, but we've included some photos of last year's event in the Background to give you an idea of the end product. The production window for the time-lapse video differs from the product demo video portion of this project, and will also require very quick turn edits, so make sure to read the timeline closely.
The product demo video will need to film sometime between April 1st and April 8th. The store needs to be closed during production, so you should plan on filming either in the morning or evening, outside of store hours. For this, we want something that feels authentic and personality-driven, and you'll be expected to create a loose shooting outline based on talking points provided by The LEGO Group. During pre-production you will be expected to hold a kickoff call with the store associate, where you can get to know them and ensure that they feel comfortable on camera. Since this will be a non-actor, it will be important to direct them for performance and ensure that their personality shines through on screen.
The exact LEGO set being featured will be a new, confidential product, and we’ll be able to provide images and more details once you’re greenlit. The official LEGO model shop will handle the actual building (so you are only responsible for the filming elements of production). The LEGO Group will handle shipping the glued models to the stores where you will film on the day, so you don’t need to account for that in your budget.
The overall vibe they’re looking for is authentic, personality-driven, and social-first. We're leading with 9x16 vertical content and need a team that can elevate content with a social-first perspective. That said, we'll also need 16x9 and 1x1 assets, so you should keep all aspect ratios in mind while filming. We also want these videos to feel like they reflect the local character of the store and would love for you to think of creative ways to incorporate regional authenticity (whether that be through lighting, environment, etc.) While post-production will be handled by a separate editor, when filming, keep in mind that we’ll want to incorporate motion graphics and overlays to enhance the storytelling.
After the shoot, you will be asked to send proxy files to the editor digitally, as well as ship a hard drive with all raw footage and photos. You will not be responsible for any video post-production services on that.
Please note you do NOT need to be based in this market to pitch on this project, but there is no additional travel budget available, and any crew travel or lodging should be covered under your production budget.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES:
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: LEGO fans of all ages!
TONE/FEEL: Authentic, engaging, personality-driven, fun
EXECUTIONAL MANDATORIES:
AI USAGE: You may not use AI generated visual or audio assets in your final content. However, for the purposes of your pitch and pre-production materials, you are welcome to use generative AI to create visuals, storyboards, animatics, proofs-of-concept, etc. that might help the Sponsor understand your vision for creating the final content. Additionally, assistive AI tools (e.g. object removal, compositing, color grading, sound mixing, subtitling, etc.) may be used in post-production to supplement your workflow. Please keep record of any AI usage deployed in your submissions in the event that the Sponsor requests AI disclosures. If you have questions about any specific usage or tool, please ask your Tongal producer.
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors. Unless specifically requested, there's no need to include a budget with your submission.